Mattel is getting ready to up its publishing game with the launch of its own imprint in 2024 that will support entertainment launches and retail promotions, according to chief franchise officer and global head of consumer products Josh Silverman.

The as-yet-untitled imprint will roll out books in the US and Canada first, focusing on print and digital titles based on iconic Mattel franchises such as Barbie, Hot Wheels, Barney, Fisher-Price and Thomas & Friends (pictured). Its catalogue will span a wide range of formats, including board books, storybooks, activity titles and guides. And the goal is to complement product ranges from existing publishing licensees like Italy’s Panini (magazines), Penguin Random House and Bendon Publishing. The toyco will also announce a sales and distribution partner at a later date. 

Ahead of releasing its first print book editions in 2024, the imprint will start off by publishing new digital content through Mattel’s DTC entertainment platform Caribu, an app that it acquired in November 2022 where kids and families with memberships can read books, watch videos, play games and start interactive video calls. Last month, Mattel used the platform to publish digital versions of several illustrated character journals that were packaged with the latest historical American Girl dolls Isabel and Nicki.