Global Games has entered into a multi-year agreement with Elon Musk’s commercial spaceflight company to create and market toys inspired by SpaceX’s launch vehicles. (Opens in a new tab). The first products under the partnership will be launched in 2023 as part of Mattel’s Matchbox line of die-cast cars, as well as through Mattel’s collaboration and Mattel Creations’ direct-to-consumer platform.
The collaboration is SpaceX’s first-ever deal with a global gaming company. “At SpaceX, we believe that a future in which humanity emerges among the stars is fundamentally more exciting than one that we are not in,” SpaceX Vice President Brian Begeldy said in a statement. “We look forward to working with Mattel to help inspire the next generation of space explorers and enthusiasts.”
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The announcement came on World Moon Day, the 53rd anniversary of the first moon landing of Apollo 11. Among the vehicles currently being developed by SpaceX is a version of the Starship spacecraft for use in the landing. (Opens in a new tab) Under NASA’s Artemis program and subsequent missions to the lunar surface.
The news also came on the eve of San Diego Comic-Con, with Mattel among the exhibitors.
“We pride ourselves on our ability to create products and experiences that honor cultural moments and inspire humanity,” said Nick Karamanos, Senior Vice President of Entertainment Partnerships at Mattel. “With space exploration progressing more rapidly than ever before, we are excited to work with SpaceX and help unlock the limitless playstyles of space explorers in all children.”
No details were revealed about the specific SpaceX sets that will release next year, other than the Mattel Creations set that will include “high collectibles.”
Although this is a first for SpaceX – the company has previously licensed only a model store (Opens in a new tab) To create desktop versions of some of its vehicles – this is not Mattel’s first foray into the world of space travel and exploration, or even SpaceX missions.
Earlier this year, the toy company teamed up with the International Space Station National Laboratory to send two Barbie dolls to the orbital location. (Opens in a new tab) To encourage girls to consider careers in aviation and engineering. Mattel has also created Barbies modeled after real astronauts and astronauts Sally Ride. (Opens in a new tab)Samantha Cristoforetti (Opens in a new tab) And Anna Kekina (Opens in a new tab)So does NASA mathematician Katherine Johnson (Opens in a new tab).
Under its Hot Wheels brand, Mattel has worked with the Jet Propulsion Laboratory to produce thumbnails of NASA’s Curiosity and Perseverance Mars spacecraft. (Opens in a new tab). The company also celebrated the launch of the Tesla Roadster on the inaugural flight of SpaceX’s Falcon Heavy rocket by launching Hot Wheels toy versions (Opens in a new tab) For Musk’s electric remote sports car.
Matchbox has also sold space-related vehicles, dating back decades. In recent years, the brand’s toy cars have included NASA’s Space Exploration Vehicle (SEV). (Opens in a new tab) And as part of the Sky Busters line of aircraft, a die-cast version of the Dream Chaser from Sierra Space (Opens in a new tab) Small space plane.
At San Diego Comic-Con, which begins Thursday (July 21), Mattel will reintroduce Major Matt Mason, an astronaut from the late 1960s. The refurbished Spaceman is part of the Mattel Creations “Back in Action” collectible.
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