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.”