In a surprising collaboration, Mattel, the global toy giant, is teaming up with TOKYOPOP, a leading publisher of manga and anime-inspired content, to bring two of its most iconic brands, Hot Wheels and Barbie, into the world of manga. This partnership promises to deliver original manga-style graphic novels to a new generation of readers. The first titles are slated for release in 2026, and will target children ages 8-12. This move marks a significant step for Mattel as it continues to expand its storytelling reach across various media.
A New Spin on Classic Brands
The collaboration between Mattel and TOKYOPOP will see the creation of original stories and artwork for both the Hot Wheels and Barbie franchises. This effort is designed to introduce these brands to new audiences in innovative formats and engage younger readers.
Hot Wheels: Racing into Manga
The Hot Wheels series will draw inspiration from the brand’s rich history, featuring fast-paced action and the thrill of the race. The manga adaptation will be a western-style manga, which could mean that while the art style will be consistent with manga, the reading direction may be from left to right, rather than the traditional right to left. This series will feature new characters and exciting adventures that capture the essence of the beloved toy cars.
Barbie: New Stories and Adventures
The Barbie manga series will introduce new characters and adventures, expanding the Barbie universe with fresh and imaginative storylines. These graphic novels will explore themes of friendship, empowerment, and creativity. This will be a significant development for the franchise, as it will be the first time that Barbie will have manga-style graphic novels.
Why Manga?
Manga and anime have become increasingly mainstream in Western media, making this collaboration a strategic move for Mattel. By tapping into the growing global interest in manga and graphic novels, Mattel aims to connect with a new demographic and capitalize on the popularity of the medium. This venture aligns with a broader trend of companies looking to expand their brands through engaging storytelling formats.
A Growing Trend in Media
The popularity of manga has surged in recent years, with more and more companies seeing its potential for attracting new audiences. Marvel and DC Comics have also attempted to break into the manga market with officially licensed manga, demonstrating the growing appeal of this storytelling style. Mattel’s foray into manga reflects this trend, seeking to create new narratives that go beyond children’s imaginations.
TOKYOPOP: A Leader in Manga Publishing
TOKYOPOP is an American distributor, licensor, and publisher that specializes in anime, manga, manhwa, and Western manga-style works. Founded in 1997 by Stuart J. Levy, the company was formerly known as Mixx Entertainment. TOKYOPOP has established a strong reputation for bringing Asian pop culture to the West, and is considered to be a pioneer in the North American manga market.
A History of Success
TOKYOPOP has a history of successful collaborations, having previously worked with major entertainment companies such as Square Enix and Disney. These partnerships resulted in popular manga adaptations of video games and films like Kingdom Hearts, Pirates of the Caribbean, and Stitch and the Samurai. The company’s experience in licensed manga publishing makes them a fitting partner for Mattel’s ambitious project.
Global Reach and Influence
With its headquarters near Los Angeles International Airport, TOKYOPOP operates globally, publishing in English, German and Japanese. This global reach is crucial for the worldwide distribution of the Hot Wheels and Barbie manga series. The company’s ability to cater to diverse markets makes them an ideal partner to bring these iconic brands to a worldwide audience.
Mattel’s Publishing Expansion
This collaboration is part of Mattel’s ongoing effort to strengthen its own publishing imprint. Mattel announced its publishing venture in 2024, and has since released several books in partnership with Simon & Schuster, their sales and distribution partner. This includes titles like Hot Wheels: I Am a Monster Truck board book and a Barbie Dream Big Activity Book. By expanding its publishing endeavors, Mattel seeks to engage with fans through storytelling in diverse book formats.
Innovative Formats
The choice to adapt Hot Wheels and Barbie into manga is a testament to Mattel’s commitment to innovative storytelling formats. By taking these established brands and adapting them to a fresh medium like manga, Mattel is broadening their appeal and connecting with a new generation of readers. This approach demonstrates Mattel’s understanding of the changing landscape of media consumption and its willingness to embrace new trends.
What to Expect
The first titles from this partnership are set to debut in print in 2026, and will be distributed globally by Penguin Random House. The graphic novels will feature manga-style illustrations and text that is designed to be read from right to left, which is in keeping with Japan’s traditional publishing format. Mattel has not yet announced the creative teams behind the books but has stated that the target audience is children between the ages of 8 and 12.
A New Era for Toy-Based Storytelling
This venture into manga could signify a new era for storytelling based on toy properties. Traditionally, the toys themselves were the product, and stories emerged from children’s imaginations during playtime. Now, Mattel seeks to add their own narratives to these brands, creating new adventures that complement the core essence of Hot Wheels and Barbie.
Anticipation Among Fans
The announcement of this partnership has already generated significant buzz among fans of both manga and the Mattel toy brands. Many are eager to see how these iconic toys will be translated into the manga style, with the promise of new stories and artwork adding to the excitement. This collaboration is expected to be a significant development for both Mattel and TOKYOPOP, appealing to diverse audiences with its fresh take on popular brands.
In conclusion, the collaboration between Mattel and TOKYOPOP to produce original manga-style graphic novels based on Hot Wheels and Barbie is a significant move that could reshape how toy-based stories are told. With a targeted release in 2026, this endeavor is poised to capture the attention of both long-time fans and new audiences, solidifying the place of these iconic brands in the world of graphic novels.
