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 includes the Indiana Fever vs. Chicago Sky WNBA game on August 30

EL SEGUNDO, Calif.--(BUSINESS WIRE)--Mattel, 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.

The 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.

As 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 65^th 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.

“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 leagues for fans to enjoy.”

“It’s such an incredible opportunity for the AthLife team to partner with Mattel to integrate their highly sought-after properties into sporting events,” said Katie Bancheri, Director of Business Development and Operations at AthLife. “Bringing the Barbie Game Day to ballparks and stadiums truly heightens fan engagement and affords teams the ability to develop a new fanbase via the power of live sports and licensed themed-game experiences. Many thanks also to our long-time partners at Bensussen Deutsch & Associates and OT Sports, who are critical in helping bring these comprehensive programs to life.”

Upcoming dates and locations for Barbie Game Days and Barbie Night Games include:

• Tuesday, August 20: (MLB) Boston Red Sox vs. Houston Astros at Minute Maid Park in Houston, TX
• Friday, August 30: (WNBA) Indiana Fever vs. Chicago Sky at Wintrust Arena in Chicago, IL
• Thursday, September 26: (MLB) New York Mets vs. Atlanta Braves at Truist Park in Atlanta, GA

Fans can refer to their favorite team’s website for ticketing and game information.

About Mattel

Mattel is a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world. We engage consumers and fans through our franchise brands, including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends™, UNO®, Masters of the Universe®, Matchbox®, Monster High®, MEGA® and Polly Pocket®, as well as other popular properties that we own or license in partnership with global entertainment companies. Our offerings include toys, content, consumer products, digital and live experiences. Our products are sold in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering generations to explore the wonder of childhood and reach their full potential. Visit us at mattel.com.

About AthLife

Established in 2004, AthLife is a privately owned company that holds service contracts with many sports and entertainment properties including Mattel, Marvel Entertainment, and Skybound, along with many major professional sports leagues and unions through its renowned athlete professional development services vertical. Since 2010, AthLife has helped facilitate more than 700 themed events and activations for entertainment properties with more than 200 professional and minor league sports teams. ©2024 AthLife