Mumbai: Mattel, Inc., has announced the appointment of Dream Theatre, a brand licensing and merchandising agency, as its official licensing agency across South Asia. The agreement spans key markets including India, Pakistan, Nepal, Bangladesh, and Sri Lanka, and covers Mattel’s globally celebrated portfolio of brands.
Under this strategic partnership, Dream Theatre will spearhead licensing efforts across a broad range of categories for flagship Mattel properties including Barbie, Hot Wheels, UNO, Fisher-Price, Scrabble, Thomas the Tank Engine, Pingu, Masters of the Universe, and Barney.
Leveraging its deep-rooted expertise in brand extension, Dream Theatre will work with top-tier partners and retailers to bring innovative, locally relevant merchandise and experiences to millions of fans across the region.
Jiggy George, Founder & CEO of Dream Theatre, commented, “We are excited to be appointed as Mattel’s Master Licensing Agency in India. This partnership presents an incredible opportunity to bring some of the world’s most loved brands to new generations of fans in this region. Mattel’s renowned brand portfolio holds a strong emotional connection with families in India and around the world, making it a standout licensing proposition for brands and products in the Indian market. We look forward to driving their continued success through innovative licensing partnerships, localized offerings, and strong collaborations with market leaders in India.”
Meredith Norrie, VP Global Licensing & Consumer Products at Mattel, added, “We’re excited to have Dream Theatre as our official licensing agency in India. Their expertise and passion make them the ideal partner to grow Mattel’s brand portfolio, deliver innovative, high-quality products, and strengthen our connection with consumers across India.”
This collaboration underscores Mattel’s continued investment in regional expansion and Dream Theatre’s proven track record of building world-class licensing ecosystems in India. By combining Mattel’s globally loved IP with Dream Theatre’s market acumen, the partnership aims to unlock new growth avenues in consumer products, fashion, publishing, FMCG, and digital engagement.
As Mattel continues to evolve as a purpose-driven, brand-led toy company, this partnership with Dream Theatre marks a significant step toward deeper consumer engagement and a stronger retail footprint across South Asia.
