Hallmark Signs New Licensing Agreement with Mattel

Hallmark and Mattel today announced a new licensing agreement that will bring the Barbie® brand license back to Hallmark in 2015.

With this contract, Hallmark secures the rights to create holiday ornaments and plush products in the U.S. and Canada. The products will have broad distribution through multiple retail channels, with exclusive items in the nationwide network of Hallmark Gold Crown® stores.

“It’s beyond exciting to have Barbie back at Hallmark,” said Cindy Mahoney, Vice President – Hallmark Licensing. “The iconic Barbie brand is so beloved by families and collectors alike, particularly Holiday Barbie. And get ready, because we have some creative, quality products planned to celebrate Barbie’s return.”

The first new Barbie™ products from Hallmark will appear in Hallmark Gold Crown stores for Keepsake Ornament Premiere in July 2015.

Product details are still in development, but the planned products for 2015 will include:

Eight Barbie Hallmark Keepsake Ornaments, starting with a Celebration Barbie Bonus Pack featuring the 2013 and 2014 Holiday® Barbie™ Dolls, available exclusively at Hallmark Gold Crown stores.

Celebration Barbie™ Ornament Set
Inspired by the 2013 and 2014 Holiday Barbie™ Dolls
Completes the Celebration Barbie™ Ornament series.
By Robert Hurlburt and Patricia Andrews. 4″ h.
$40.00 USA QXI2787 (left) QXI2789 (right)
Hallmark Gold Crown Exclusive

Barbie® doll as an itty bittys® pint-sized plush, available exclusively at Hallmark Gold Crown stores.

Other Hallmark-branded ornaments available during the holiday season at participating department stores, book stores and mass-channel retailers.

In addition, the new licensing agreement includes rights for Hallmark to create products with three other Mattel properties: Monster High®, Ever After High® and Hot Wheels®.