According to Kidscreen, Mattel and Amazon MGM Studios have struck a multi-year licensing deal allowing Mattel to release a new series of co-branded “Wednesday” toys based on the Netflix series.
The agreement reportedly allows Mattel to release “Wednesday” dolls and collector sets through its Monster High and Little People Collector product lines. Mattel plans to roll out its “Wednesday” products to retailers worldwide in 2024, but a specific launch window has not been announced. The products will also sell through its e-commerce platform and the “Wednesday” storefront on Amazon.
Monster High is a natural fit for “Wednesday” merchandising since both focus on high schools full of monsters and supernatural creatures. Meanwhile, the Little People Collector line has been reimagining some of pop culture’s most popular characters as toddler toys with recent releases including “Stranger Things,” “The Nightmare Before Christmas,” and “Hocus Pocus.”
“Wednesday” launched on Netflix in November 2022 and quickly became one of the most-watched English-language shows of all time on Netflix. The series stars Jenna Ortega as Wednesday Addams and chronicles her supernaturally infused adventures at Nevermore Academy. Netflix renewed the series for a second season in January.
