Mattel, a global leader in toys and family entertainment, has named Dream Theatre its official licensing partner for South Asia, covering India, Pakistan, Nepal, Bangladesh, and Sri Lanka, to represent its flagship brands, Marketech APAC reported.
Under the agreement, Dream Theatre will collaborate with leading partners across categories to bring Mattel’s licensed merchandise to Indian consumers. By leveraging its strong retail network and deep market expertise, the agency aims to expand Mattel’s presence in the region.
The deal includes Mattel’s globally popular brands such as Barbie, Hot Wheels, UNO, Fisher-Price, Scrabble, Thomas & Friends, Pingu, Masters of the Universe, and Barney.
‘We’re excited to have Dream Theatre as our official licensing agency in India. Their expertise and passion make them the ideal partner to grow Mattel’s brand portfolio, deliver innovative, high-quality products, and strengthen our connection with consumers across India,’ said Meredith Norrie, Vice President of Global Licensing and Consumer Products at Mattel.
The partnership is expected to boost Mattel’s regional footprint while reinforcing Dream Theatre’s position in South Asia’s licensed merchandise market.
Jiggy George, Founder & CEO of Dream Theatre, commented: ‘Mattel’s renowned brand portfolio holds a strong emotional connection with families in India and around the world, making it a standout licensing proposition for brands and products in the Indian market.’
‘We look forward to driving their continued success through innovative licensing partnerships, localised offerings, and strong collaborations with market leaders in India,’ he added.
Founded in 1945 and headquartered in El Segundo, California, Mattel is a leading global toy company. In addition to toys and consumer products, Mattel has expanded into digital gaming, film, and television, with operations in over 150 countries.
Dream Theatre, established in 2010 and based in Mumbai, is a premier brand licensing and merchandising agency. The company specialises in turning iconic global brands into cultural touchpoints across entertainment, sports, and lifestyle. Its portfolio includes major names such as Hello Kitty, Pokémon, FIFA, Real Madrid, and Beyblade.