Mattel Announces Multiyear Global Licensing Partnership with Paramount Consumer Products for Nickelo

By Press R.
February 2022

Mattel, Inc. (NASDAQ: MAT) announced that it has entered into a multiyear global licensing agreement with Paramount Consumer Products for Nickelodeon’s animated preschool pirate adventure series, Santiago of the Seas. Through this agreement, Mattel has the licensing rights to create a full line of toys based on the property, which will be produced under the Fisher-Price brand, including dolls, figures, playsets, vehicles, role play, plush, ride-ons and more, expected to launch at retailers worldwide in 2022.

This new agreement builds on the company’s existing licensing relationship for properties including Blaze and the Monster Machines, JoJo Siwa, Teenage Mutant Ninja Turtles, Rugrats and SpongeBob SquarePants for which Mattel is introducing new toys this year including preschool figures, accessories, playsets, toy vehicles, ride-ons, track sets and more.

“Santiago of the Seas is an incredibly unique show infused with a Spanish-language and Latino-Caribbean culture curriculum. Setting records in its first season, Mattel has been working to introduce a full line of toys to support the show in time for its second season. We look forward to Santiago of the Seas as part of our broader relationship with the Paramount Consumer Products team,” said Nick Karamanos, Senior Vice President of Entertainment Partnerships, Mattel.

“Santiago of the Seas is such a dynamic show that authentically showcases and celebrates Latino-Caribbean culture, as it incorporates the Spanish language in an organic way that helps teach preschoolers throughout each episode,” said Dion Vlachos, Executive Vice President of Hardlines and Retail, Paramount Consumer Products. “Partnering with Mattel will bring the fun-filled action adventures in the series to the toy line and allow fans to immerse themselves in this dual-language world and its culture.”

Santiago of the Seas is an action-adventure preschool series, which follows 8-year-old Santiago, a brave and kind-hearted pirate captain, and his best mates— his clumsy and energetic cousin Tomás and a magical mermaid Lorelai—as they embark on daring rescues, search for treasure and keep the high seas safe protecting their home of Isla Encanto. The U.S. series debut in fall 2020 earned the biggest L+3 lift Nickelodeon has ever had for a preschool launch, and new season two episodes will continue to roll out this year. Santiago of the Seas creator and co-executive producer Niki López was also recently crowned a finalist in the Storytelling category at the Women in Toys, Licensing & Entertainment’s Wonder Women Awards.

The Santiago of the Seas toy launch is part of a rollout of products to celebrate the series across several categories including a Softlines launch this spring.

About Mattel

Mattel is a leading global toy company and owner of one of the strongest catalogs of children’s and family entertainment franchises in the world. We create innovative products and experiences that inspire, entertain, and develop children through play. We engage consumers through our portfolio of iconic brands, including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends®, UNO®, Masters of the Universe®, Monster High® and MEGA®, as well as other popular intellectual properties that we own or license in partnership with global entertainment companies. Our offerings include film and television content, gaming and digital experiences, music, and live events. We operate in 35 locations and our products are available in more than 150 countries in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering children to explore the wonder of childhood and reach their full potential. Visit us online at mattel.com.

About Paramount Consumer Products

Paramount Consumer Products oversees all licensing and merchandising for Paramount (Nasdaq: PARA, PARAA), a leading global media and entertainment company that creates premium content and experiences for audiences worldwide. Driven by iconic consumer brands, Paramount Consumer Products’ portfolio includes a diverse slate of brands and content from BET, CBS (including CBS Television Studios and CBS Television Distribution), Comedy Central, MTV, Nickelodeon, Paramount Pictures and Showtime. With properties spanning animation, live-action, preschool, youth and adult, Paramount Consumer Products is committed to creating the highest quality product for some of the world’s most beloved, iconic franchises. Additionally, Paramount Consumer Products oversees the online direct-to-consumer business for CBS and Showtime programming merchandise, as well as standalone branded ecommerce websites for Star Trek, SpongeBob, South Park, and MTV.