Mattel Appoints Dream Theatre as Licensing Agency Across South Asia, Expanding Presence in Key Growth Markets

Mattel, Inc. (NASDAQ: MAT), a global leader in toy innovation and family entertainment, has announced a strategic partnership with Dream Theatre, India’s premier brand licensing and merchandising agency. Under this new agreement, Dream Theatre will serve as the official licensing agency for Mattel’s iconic portfolio across five key South Asian markets—India, Pakistan, Nepal, Bangladesh, and Sri Lanka.

This expansive mandate includes some of Mattel’s most globally cherished and timeless brands such as Barbie, Hot Wheels, UNO, Fisher-Price, Scrabble, Thomas & Friends, Pingu, Masters of the Universe, and Barney. The partnership is designed to deepen consumer engagement and extend the reach of these beloved franchises through high-quality licensed merchandise tailored for regional audiences.

Leveraging its extensive industry experience, strong retailer relationships, and deep understanding of the local markets, Dream Theatre will collaborate with top-tier partners across various product categories—including apparel, accessories, publishing, back-to-school, home décor, and FMCG—to bring an exciting range of Mattel-branded merchandise to fans and families across the region.

This collaboration marks a significant step in Mattel’s growth strategy for South Asia, aiming to enhance the retail footprint, drive cultural relevance, and foster multi-generational connections through immersive consumer products.

Jiggy George, Founder & CEO of Dream Theatre expressed “We are excited to be appointed as Mattel’s Master Licensing Agency in India. This partnership presents an incredible opportunity to bring some of the world’s most loved brands to new generations of fans in this region. 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, localized offerings, and strong collaborations with market leaders in India.”

Meredith Norrie, VP Global Licensing & Consumer Products at Mattel said “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.”

This collaboration emphasizes Dream Theatre’s commitment to delivering world-class brand licensing solutions in India, while positioning Mattel’s iconic brands for even greater success in the region.