Mattel dolls to wear Adidas brand

Mattel and Adidas are gearing up for the launch of a range of co-branded dolls and accompanying clothing for girls, in what is a first for the sportswear brand.

In spring this year, the two brands will launch My Scene Sporty Style dolls. The dolls, called Kennedy, Madison and Chelsea, wear sporty Adidas-branded fashions – marking the first partnership of its kind for Adidas.

Each doll features its individual sport activity – tennis, yoga or skateboarding – and includes sports accessories, a purse and a water bottle. Alongside the launch of the dolls, a range of jointly branded clothes, shoes and accessories are to be rolled out.

Adidas is also to launch a range of Fisher-Price branded footwear and apparel for infants and toddlers in the first co-branded partnership for Fisher-Price footwear. The Fisher-Price branded products will be sold with small toys, while the clothes will include a two-piece jogger with a detachable wrist rattle.

Mattel senior vice-president of marketing, media and entertainment, Richard Dickson says: “This best-in-class partnership fuses Adidas’ 75 years of sports performance experience and credibility with Mattel’s power to deliver innovative play to kids around the world. Together, our product offerings will deliver unparalleled play and sports performance to meet the evolving needs and styles of today’s consumer, who is continually looking to experience an active, fashionable and fun lifestyle.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here