Mattel and Playmobil Announce Global Licensing Agreement
Mattel, Inc. and Playmobil have announced a multi-year global licensing agreement. The partnership will bring Monster High™, one of the most successful and beloved kids’ properties of all time, into the world of Playmobil, reimagined in the brand’s signature style.
Starting Fall 2025 in EMEA, Playmobil will release playsets inspired by the Monster High universe. Fan favorite ghouls such as Draculaura and Clawdeen Wolf will be transformed into highly detailed figures, each accompanied by signature accessories. The collection merges Playmobil’s distinctive play system with the instantly recognizable Monster High aesthetic. Additional product lines are already in development.
“This partnership is a key milestone in the evolution of our brand,” says Playmobil CEO Bahri Kurter. “With Monster High, we’re bringing one of the most impactful franchises of recent years into the Playmobil system — for fans, collectors, and kids alike.”
“Working with Playmobil allows us to reintroduce our brands in a new creative context. Playmobil’s storytelling and iconic design approach makes them an ideal partner in delivering meaningful brand experiences,” says Ruth Henriquez Head of Licensing, Publishing, and LBE, Mattel EMEA
This partnership reflects both companies’ strategic focus on global growth and audience expansion. Earlier this year, Playmobil unveiled its brand refresh under the motto “The future is now”, introducing new product concepts, global partnerships, and a stronger international presence.
Following the EMEA launch, the Monster High x Playmobil collection will roll out globally in the U.S., LATAM and APAC in 2026 in stores, online, and via selected partners.
