Mattel, the global toy and entertainment giant, has announced a groundbreaking partnership with TOKYOPOP, a pioneering force in manga and anime, to create original manga-style graphic novels. This collaboration will bring the iconic worlds of Hot Wheels and Barbie to life in a fresh, innovative format, targeting children aged 8-12. The first graphic novel series is slated for release in 2026, promising an exciting new chapter for these beloved brands.
A New Era of Storytelling for Iconic Brands
This partnership marks a significant move for Mattel, aiming to engage a new generation of fans through a captivating storytelling medium. The collaboration will feature a western-style manga series inspired by Hot Wheels, known as the top-selling toy globally with over 25,000 variations, and new stories centered around characters from the Barbie universe, the world’s most diverse doll brand. These graphic novels are designed to feature fresh artwork and original stories, offering an imaginative take on these enduring franchises.
Ryan Ferguson, Global Head of Publishing at Mattel, stated, “Hot Wheels and Barbie have long been symbols of storytelling, creativity, and inspiration, engaging audiences across generations. We are thrilled to partner with TOKYOPOP and expand these iconic franchises through captivating stories, bringing new adventures to fans.”
Bringing Manga to Mattel’s Universe
The decision to venture into manga-style graphic novels underscores the growing popularity of manga and anime worldwide. By partnering with TOKYOPOP, Mattel is tapping into the expertise of a company renowned for its best-selling titles and notable characters. This collaboration will introduce Hot Wheels and Barbie to a readership already familiar with and enthusiastic about the manga format.
Marc Visnick, COO and Publisher of TOKYOPOP, expressed his excitement about the collaboration, stating, “Hot Wheels and Barbie are two of the world’s most adored toy and entertainment brands, and we are excited to partner with Mattel to develop and publish new original manga-style graphic novels. Adding Barbie and Hot Wheels to our roster brings an exciting dimension, and we look forward to sharing these legendary brands and bold new adventures with our global audience of readers.”
What to Expect from the New Graphic Novels
The upcoming graphic novels promise to deliver more than just adaptations of existing stories. The Hot Wheels series will be a “western-style manga,” indicating a unique blend of manga art styles with Western storytelling sensibilities. This approach aims to bridge cultural gaps and appeal to a broad audience. The Barbie stories will feature new adventures with familiar characters, offering fresh narratives for long-time fans and newcomers alike.
Key Features of the Graphic Novels
- Target Audience: Primarily aimed at children aged 8-12, these graphic novels are designed to be accessible and engaging for this age group, while also appealing to fans of all ages.
- Original Stories: The graphic novels will present original stories, moving beyond simple adaptations of existing toy lines and television shows.
- Fresh Artwork: New artwork will bring a distinct and appealing visual style, enhancing the reading experience.
- Manga-Style: The visual style will be consistent with the manga style, incorporating its unique panel layouts, character designs, and storytelling techniques.
- Print Release: The graphic novels will debut in print, adding a tangible experience for readers to enjoy.
TOKYOPOP: A Pioneer in Manga Publishing
TOKYOPOP, founded in 1997, has a rich history in introducing manga to Western audiences. Originally known as Mixx Entertainment, the company has been a significant player in distributing, licensing, and publishing anime, manga, manhwa, and Western manga-style works. With headquarters near Los Angeles International Airport and offices in Tokyo, Japan and Hamburg, Germany, TOKYOPOP has established a global presence and a reputation for quality.
TOKYOPOP’s Impact on Manga Culture
The company has been instrumental in popularizing manga in the West. In the late 1990s, TOKYOPOP published MixxZine, a magazine that serialized popular manga such as Sailor Moon, Magic Knight Rayearth, and Parasyte, introducing these titles to a wider audience. They also published Tokyopop Magazine, an Asian pop culture publication, and Smile Magazine, a manga and tech magazine. TOKYOPOP has consistently been praised for opening up the market for animation and is known for its bestselling titles that feature notable characters for readers of all ages.
Mattel’s Expanded Focus on Storytelling
This partnership with TOKYOPOP aligns with Mattel’s broader strategy of enhancing fan engagement through storytelling. In 2024, Mattel launched its own publishing imprint with Simon & Schuster as its sales and distribution partner, demonstrating a clear commitment to developing a strong presence in publishing. The move into graphic novels with Hot Wheels and Barbie further cements this strategy.
A Strategic Move for Mattel
Mattel’s decision to extend its brands into manga-style graphic novels is a smart business move. By tapping into the established fan base of both Hot Wheels and Barbie and combining it with the appeal of manga, Mattel is positioning itself to capture a significant share of the market. This initiative also allows the company to connect with a younger audience familiar with manga, thereby broadening its reach.
Looking Ahead to 2026
Fans of Hot Wheels, Barbie, and manga can look forward to 2026, when the first graphic novels are set to be released. These books will offer new adventures and experiences, combining the best of Western toy brands with the exciting visual style of manga. This partnership between Mattel and TOKYOPOP promises to be a significant development in the world of children’s literature and entertainment, showcasing the potential of cross-cultural collaboration in storytelling.
The collaboration between Mattel and TOKYOPOP is poised to deliver a unique reading experience, combining the appeal of beloved brands with the engaging format of manga. This partnership is expected to not only capture the imaginations of a new generation but also provide fresh content for long-time fans of both Hot Wheels and Barbie. The anticipation is high for what this unique collaboration will produce when the graphic novels are finally released.
