Mattel announced today at the Hong Kong Toys & Games Fair a comprehensive, worldwide licensing agreement with BTS (acronym for Bangtan Sonyeondan or “Beyond the Scene”), the seven-member South Korean boy band taking the world by storm.
Under this multi-category license with the band under its label, Big Hit Entertainment, Mattel will create BTS dolls, collectible figures, games, and more. In the wake of sold out tours across the globe, the collaboration launches this summer with a first-ever BTS-inspired toy line created around the likenesses of the band’s seven members: RM, Jin, SUGA, j-hope, Jimin, V and Jung Kook. The BTS dolls will be fashioned in the looks from the BTS’ iconic and YouTube record-breaking “IDOL” music video.
“BTS is a pop-culture music phenomenon that transcends age, culture and language, and through this partnership, Mattel will offer a new way for millions across the world to engage with the band,” said Sejal Shah Miller, SVP & Global Brand GM for Mattel. “Partnering with established franchises that have global appeal is a cornerstone of our strategy and given our creative expertise, we are perfectly suited to create products celebrating BTS.”
You can follow @Mattel for more information and track the conversation with #BTSxMattel and #BTSDollsOfficial.