Mattel, Inc. (NASDAQ: MAT), a leading global toy and family entertainment company known for its iconic brand portfolio, has announced a new partnership with AthLife, Inc., a prominent sports and entertainment marketer. This collaboration will introduce branded game day activations at sports arenas across the country.
The partnership kicks off on Tuesday, August 20, with the Boston Red Sox vs. Houston Astros MLB Barbie Night Game™, followed by the inaugural WNBA Barbie Night Game on August 30, featuring the Indiana Fever vs. Chicago Sky. Both events will include themed giveaways, photo opportunities, branded jerseys, trivia, and other exciting promotions. In addition to these initial events, Barbie™ and other Mattel brands plan to feature similar activations with both women’s and men’s teams across various professional and minor league sports.
Barbie, a brand dedicated to empowering girls to pursue their dreams, is celebrating its 65th anniversary by embracing sports and athletics. Barbie has long represented a range of careers and roles, and this year she continues to inspire fans by celebrating the possibility of being anything, on and off the field.
“We’re excited to partner with AthLife to integrate Mattel’s beloved brands with the thrill of live sports,” said Josh Silverman, Chief Franchise Officer at Mattel. “Our Location-Based Entertainment team is taking fan engagement to new heights by bringing our properties directly to the fans, creating memorable experiences beyond the toy aisle. We look forward to extending this initiative to more Mattel brands and additional teams and leagues.”
Katie Bancheri, Director of Business Development and Operations at AthLife, added, “Partnering with Mattel is an incredible opportunity to bring their highly sought-after properties into the realm of live sports. Barbie Game Days in ballparks and stadiums will elevate fan engagement and help teams connect with new audiences through themed-game experiences. We’re also grateful for the support from our long-time partners at Bensussen Deutsch & Associates and OT Sports, who are instrumental in bringing these programs to life.”
Upcoming 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 check their favorite team’s website for ticketing and game details.
About Mattel
Mattel is a leading global toy and family entertainment company with an iconic brand portfolio. The company engages consumers through franchises such as 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. Mattel’s offerings include toys, content, consumer products, digital and live experiences. Since its founding in 1945, Mattel has been dedicated to empowering generations to explore childhood wonders and reach their full potential. Visit mattel.com for more information.
About AthLife
Founded in 2004, AthLife is a privately-owned company specializing in sports and entertainment marketing. It holds service contracts with notable clients such as Mattel, Marvel Entertainment, and Skybound, and works with major professional sports leagues and unions. Since 2010, AthLife has facilitated over 700 themed events and activations with more than 200 professional and minor league sports teams. For more information, visit athlife.com.
