Mattel, a well-known toy manufacturer, has revealed it will collaborate with Tokyopop to produce manga-style comic books based on its most popular toy lines. According to a statement released by Anime News Network, Mattel intends to publish manga for Barbie and Hot Wheels in 2026. The new comics are targeted at kids between the ages of 8 and 12. Mattel launched its own publishing division in 2024, with Simon & Schuster handling sales and distribution. As of now, no creative team has been named for the Barbie and Hot Wheels comic books.
These comics with a manga-like aesthetic are part of Mattel’s strategy to connect with fans by telling captivating stories. Typically, the toys would be popular on their own, with kids using their creativity to create stories around them. As anime and manga become more mainstream in 2025, various companies are seizing the opportunity to tap into this expanding market and establish their brands within these mediums. Companies such as Marvel and DC Comics have also ventured into the manga market by producing officially licensed manga featuring their characters. Mattel is now looking to broaden its brand by crafting new narratives using its properties, exploring storylines that surpass the limits of children’s imagination.
The Expanded Mattel Multi-Verse
Both Barbie and Hot Wheels have ventured into animated spin-offs aimed at promoting their toy lines. Barbie has a line of direct-to-DVD movies featuring its character, while Hot Wheels boasts several TV shows and made-for-TV specials. At one point, both brands even had comic books under their belts. However, the forthcoming collaboration with Tokyopop marks a first for both series, as they will jointly produce manga-style graphic novels. Mattel has yet to confirm if Japanese creators will be handling the new novels, but the prospect of manga-inspired Barbie or Hot Wheels comics is already intriguing for manga enthusiasts.
Mattel experienced great success with the 2023 live-action Barbie movie and plans to extend its other brands into various formats. The film division is already developing multiple film versions of their toy lines, such as Masters of the Universe, Barney, Hot Wheels, Polly Pocket, among others. Although theatrical films generate the most revenue, Mattel also seems to be branching out into different media with the introduction of Barbie and Hot Wheels manga. If the Barbie and Hot Wheels manga become popular enough, fans might see more manga adaptations of their preferred toy lines.
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2025-01-15 03:13