Mattel Signs Multiyear Global Licensing Deal for Teenage Mutant Ninja Turtles

Mattel seals multiyear global licensing deal for Teenage Mutant Ninja Turtles

Mattel and Paramount, a Skydance company, announce a global, multiyear licensing agreement to develop and market a wide range of Teenage Mutant Ninja Turtles (TMNT) products beginning in 2027. The pact covers action figures, playsets, accessories, vehicles, games, collectibles and role‑play items across retailers and digital channels, and ties new product lines to the animated sequel Teenage Mutant Ninja Turtles: Mutant Mayhem 2 in 2027 and an untitled live‑action/CG hybrid slated for 2028.

Mattel to drive a franchise merchandising push tied to new films

The agreement builds on an existing relationship between Mattel and Paramount Products & Experiences and leverages Mattel’s global innovation, scale and distribution capabilities to grow the franchise. Roberto Stanichi, Mattel’s EVP and Chief Global Brand Officer, says the Turtles’ enduring appeal and capacity to evolve with each generation make the deal a significant moment for both the company and the brand. Mattel positions itself to coordinate global retail rollouts and digital activations that align with theatrical release schedules.

Paramount frames the deal as a multi‑touchpoint engagement strategy aimed at extending the franchise across generations. Josh Silverman, President of Global Products & Experiences at Paramount, emphasizes using consumer products to reach fans through many touchpoints, from traditional toy aisles to collectibles and experiential offerings. The timeline ties product launches closely to film marketing windows, reflecting a strategy to convert media exposure into sustained consumer products momentum.

Franchise history underpins commercial potential

Since Kevin Eastman and Peter Laird created Teenage Mutant Ninja Turtles in 1984, the IP expands across comic books, television series, blockbuster films, live experiences, digital games, publishing and a large consumer products line, generating billions in retail sales worldwide. That cross‑media footprint underpins commercial forecasts for the Mattel partnership, as cinematic releases historically drive toy and merchandise demand.

Broader industry trend: entertainment and toys converge

The deal exemplifies a broader industry pattern in which toymakers and studios deepen long‑term licensing partnerships to synchronize product portfolios with entertainment franchises. For Mattel — owner of brands such as Barbie, Hot Wheels, Fisher‑Price, UNO and Masters of the Universe — the TMNT agreement reinforces its strategic focus on entertainment‑driven consumer products and long‑term brand partnerships that aim to attract both existing fans and new audiences.