Press release
Mattel Partners with AthLife to Launch Branded Experiences at Sporting Events Nationwide
Partnership kicks off with a series of Barbie themed games with WNBA and MLB teams, furthering the brand’s commitment to empowering all girls Schedule
About this update from Mattel, Inc.
[{"type":"text","content":"\nPartnership kicks off with a series of Barbie themed games with WNBA and MLB teams, furthering the brand’s commitment to empowering all girls\n\n\nSchedule includes the Indiana Fever vs. Chicago Sky WNBA game on August 30\n\n\n EL SEGUNDO, Calif.--(BUSINESS WIRE)--\nMattel, Inc. (NASDAQ: MAT), a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world, today announced a partnership with leading sports and entertainment marketer AthLife, Inc. to create branded game day activations at sports arenas nationwide.\n\nThis press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20240723852512/en/In the brand’s 65th anniversary year, Barbie continues to remind all fans of all teams that they can be anything, welcoming them to join the year-long celebration both on and off the field, court, or anywhere else they play. (Photo: Business Wire)\nThe collaboration launches Tuesday, August 20, at the Boston Red Sox vs. Houston Astros MLB Barbie Night Game™, closely followed by the first WNBA Barbie Night Game on August 30 at the highly anticipated match between the Indiana Fever and Chicago Sky. Both games will feature themed giveaways, photo opportunities, branded jerseys, trivia, and other promotions. Later, Barbie™ as well as other Mattel brands plan to activate similarly with women’s and men’s teams across professional and minor leagues sports.\n\n\nAs a brand rooted in using its global platform to empower girls to dream big, Barbie has never been afraid to trade in heels for sneakers and take to the court, field or track, representing countless careers and roles in sports and athletics. In the brand’s 65th anniversary year, Barbie continues to remind all fans of all teams that they can be anything, welcoming them to join the year-long celebration both on and off the field, court, or anywhere else they play.\n\n\n“We are thrilled to partner with AthLife to blend Mattel’s iconic brands with the excitement of live sports,” said Josh Silverman, Chief Franchise Officer at Mattel. “Our Location-Based Entertainment team is taking fan engagement to all-new heights by bringing our properties directly to fans, creating unforgettable experiences far beyond the toy aisle. We hope to soon bring even more Mattel brands to additional teams and le...