Mattel inked a multiyear global licensing deal to roll out a full range of toys inspired by Karma’s World, the new CG-animated series created by Chris “Ludacris” Bridges (The Fast Saga, Crash).
Under the new deal with 9 Story Media Group and Karma’s World Entertainment, Mattel will develop dolls and doll accessories, styling heads, roleplay items, plush, and more based on the adventures of Karma Grant, a 10-year-old aspiring musician and rapper. Karma’s World was initially inspired by Bridges’ oldest daughter and is infused with hip-hop music, streetwear fashion, and original choreography. Karma’s World is geared toward kids ages 6-9 and focuses on themes of self-expression, identity, leadership, creativity, and the importance of community.
“Karma’s World is an important legacy that I want to leave for my daughters,” says Bridges. “The world needs more positive portrayals of Black girls in pop culture. Mattel has really gotten behind Karma’s messages of empowerment, self-expression, and using your voice to change the world, and I’m so excited for the impressive line they are developing to be available to kids everywhere.”
Overall, Karma’s World is described as “a coming of age story about a young Black girl finding her voice and using it to change her world.”
“At Mattel, our purpose is to empower the next generation to explore the wonder of childhood and reach their full potential and we take great pride in creating a portfolio of toys that reflects the world kids see around them,” says Nick Karamanos, senior vice president, entertainment partnerships, Mattel. “We were inspired by Karma’s story and message of self-empowerment, and look forward to introducing a line of toys that will bring her world to life for children across the globe.”
Karma’s World is headed to the number one spot on Netflix later this year.
Mattel expects its toys to be available at retail in the fall of 2022.