Toy giant Mattel is joining forces with TOKYOPOP, a pioneer in manga and anime media, to create original manga-style graphic novels based on the beloved Barbie and Hot Wheels brands. This exciting partnership will see the first titles debut in print in 2026, bringing fresh artwork and original stories to a new generation of fans aged 8-12.
A Fusion of Iconic Brands and Manga Artistry
This collaboration marks a significant step for Mattel in expanding its storytelling reach. Hot Wheels, the world’s top-selling toy, known for introducing over 130 new car designs annually with 25,000 variations to date, and Barbie, the most diverse doll brand globally, a symbol of empowerment and limitless possibilities for over six decades, will be reimagined through the unique lens of manga.
The first wave of titles will include a Western-style manga graphic novel series inspired by Hot Wheels and new stories featuring the characters of Barbie. This initiative builds upon Mattel’s commitment to engaging fans through storytelling.
The Partnership’s Vision
Ryan Ferguson, Global Head of Publishing at Mattel, expressed enthusiasm for the partnership, stating that Hot Wheels and Barbie have long been symbols of creativity and inspiration. He highlighted the thrill of partnering with TOKYOPOP to expand these iconic franchises with captivating stories and bring new adventures to fans.
Marc Visnick, COO and Publisher of TOKYOPOP, also shared his excitement, noting that Hot Wheels and Barbie are two of the world’s most adored brands. He emphasized the company’s eagerness to collaborate with Mattel to publish original manga-style graphic novels, adding an exciting dimension to TOKYOPOP’s catalog.
TOKYOPOP: A Pioneer in Manga
Founded in 1997 by Stu Levy, TOKYOPOP has been instrumental in introducing Asian pop culture to the West. It established the market for manga in North America, popularizing the term and publishing thousands of books in English and German. The company has also distributed anime and Asian films, licensed merchandise, and created original graphic novels and adaptations of major intellectual properties. In 2025, TOKYOPOP entered a multi-year sales and distribution agreement with Penguin Random House Publisher Services (PRHPS) to distribute its entire catalog worldwide.
TOKYOPOP began as a magazine called MixxZine, which featured serialized classic manga such as Sailor Moon and Magic Knight Rayearth. This venture into the magazine market helped open up the animation market. Later, MixxZine evolved into Tokyopop Magazine, focusing on Asian pop culture.
The company also has a history of co-publishing agreements, including one with HarperCollins Publishers, which enabled TOKYOPOP to produce original English-language manga adaptations of HarperCollins’ books, such as Meg Cabot’s novels and the Warriors series by Erin Hunter.
Expanding the Brands’ Reach
This partnership with Mattel is not the first time that the toy company’s brands have been adapted into comic or graphic novel format. Barbie has a long history in comics, including a 63-issue series by Marvel Comics and previous Cine-Manga releases by TOKYOPOP. In 2016, Papercutz released a series of Barbie graphic novels written by Sarah Kuhn, Alitha Martinez, Tini Howard, and Victoria Rovado. Even outside official adaptations, Barbie and Ken have been featured in Neil Gaiman’s The Sandman, playing off their stereotypical personas.
Hot Wheels also has a history in comics, with DC Comics publishing a six-issue series in the 1970s. Now, TOKYOPOP is bringing new manga-style adventures to the brand.
Targeting a New Generation
The manga-style graphic novels are primarily aimed at children aged 8-12, a demographic known for its love of imaginative stories and visuals. The 2026 launch is strategically timed to coincide with the growing global popularity of manga and graphic novels. By combining the beloved Mattel brands with the dynamic art style and storytelling of manga, the partnership hopes to attract new fans and provide fresh experiences for existing ones.
This collaboration is a strategic move for Mattel to connect with fans beyond toys and movies, offering layered, story-driven experiences that celebrate their iconic brands in new ways. The graphic novels will feature fresh artwork and original stories, ensuring an innovative take on these enduring brands.
Looking Ahead
The partnership between Mattel and TOKYOPOP signals a significant development in the world of children’s entertainment and publishing. The use of manga as a medium to tell new stories with established brands highlights a strategic move to tap into the growing interest in manga, and the stories will likely explore themes of friendship, creativity, and ambition. As the first titles prepare for their 2026 debut, fans around the world can eagerly anticipate a new and exciting chapter in the legacy of Barbie and Hot Wheels.
This collaboration will not only expand the reach of the two iconic brands, but it will also offer a unique way to experience them. The infusion of manga-style storytelling will surely bring a fresh and captivating experience for readers and help these franchises continue to engage audiences for many years to come.
