Mattel has signed a multi-year global licensing deal tied to Karma’s World, a new CG animated series created by rapper and actor Chris ‘Ludacris’ Bridges inspired by his oldest daughter.
The deal with 9 Story Media Group Inc and Karma’s World Entertainment will see Mattel develop a line of toys for the franchise, including dolls and doll accessories, styling heads, role play, plush and more.
The collection is expected to launch across the globe beginning fall 2022.
“At Mattel, our purpose is to empower the next generation to explore the wonder of childhood and reach their full potential and we take great pride in creating a portfolio of toys that reflects the world kids see around them,” said , Senior Vice President, Entertainment Partnerships, Mattel.
“We were inspired by Karma’s story, and message of self-empowerment, and look forward to introducing a line of toys that will bring her world to life for children across the globe.”
Chris ‘Ludacris’ Bridges added: “Karma’s World is an important legacy that I want to leave for my daughters.
“The world needs more positive portrayals of Black girls in pop culture. Mattel has really gotten behind Karma’s messages of empowerment, self-expression and using your voice to change the world, and I’m so excited for the impressive line they are developing to be available to kids everywhere.”
The series follows 10-year-old Karma Grant, an aspiring musical artist and rapper, and every episode is infused with hip-hop music, streetwear fashion and original choreography.
“We are thrilled to announce Mattel as our global toy partner for Karma’s World,” said Kyra Halperin, Co-VP Consumer Products, 9 Story.
“We’ve been blown away by their passion for the brand and creativity in translating it to a range of must-have toys for fans of the series. With Mattel’s global reach for this age demographic and expertise in the doll space, we know they will develop an unrivalled program that will be loved by kids around the world.”
To stay in the loop with the latest news, interviews and features from the world of toy and game design, sign up to our weekly newsletter here