Mattel expands Star Trek rights
By Staff -- Playthings, 1/28/2009 12:45:00 PM
NEW YORK—CBS Consumer Products has expanded its Star Trek merchandising program with Mattel, plus signed deals with additional toymakers.
Mattel’s Star Trek rights now extend to die-cast vehicles, due out later this year. The toymaker had already planned to market several branded Star Trek products, including a line of Barbie Collector dolls, Tyco R/C flying radio controlled vehicles, a Scene It? DVD game and a 20Q Star Trek trivia game.
Two new partners will further Star Trek’s presence in the game category. USAopoly will create a Star Trek-branded Monopoly edition while Fundex will develop co-branded board games—UNO (pictured), Scrabble, Magic 8 Ball, Phase 10 and All About Trivia—for the U.S. and Canada.
Additionally, Funko has been tapped to market Star Trek bobbleheads and vinyl figurines.
"The momentum is building for the Star Trek brand as we approach the new feature film this May," said Liz Kalodner, Executive Vice President and General Manager of CBS Consumer Products. "We are excited to continue our focus on expanding the Star Trek universe and bringing the whole franchise to a new generation."
CBS Consumer Products has also announced new apparel, fragrance, accessories, jewelry, home decor and gift partners for the Star Trek franchise.
Star Trek, the movie, will premiere on May 8.
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