Announcement: Mattel properties (Barbie and Fisher-Price) to end in 2012

Hallmark takes pride in offering all of the top five licenses for their product categories, and seven of the top 10 licenses. Having contracts with companies like Disney, Warner Brothers, Lucasfilm and many others means they can create products that their customers look for in their stores.

Unfortunately, in the highly competitive licensing arena, the game is constantly changing.

That is the case with Hallmark’s 20-year relationship with Mattel. In the past couple of years, Mattel changed its licensing strategy, which means Hallmark’s licensing requirements no longer align with Mattel’s approach. Hallmark and Mattel wished to continue to work together on ornaments, but because Mattel had changed its long-standing approach to licensing, it was not possible for Hallmark and Keepsakes to remain in the relationship. As a result, 2012 is the last year Hallmark will have any Mattel properties – most notably Barbie and Fisher-Price. And the place where this will be most evident is in Keepsakes.

In the 2012 Dream Book that mails in mid-March, two series Barbie ornaments are noted as “final in series.”

Will there be Barbie ornaments in the 2012 Keepsake line? 

Yes, there are 12 Barbie ornaments in the 2012 model line, as well as one exclusive ornament  for the Barbie convention. There also will be two Fisher-Price ornaments.

The Barbie series ornaments say they are “final in series.” Does this mean Keepsakes is starting a new Barbie series in 2013? 

No, this is the final year for Barbie ornaments since Hallmark won’t have the license to create  any Mattel products beginning in 2013.

Is there any chance Hallmark will reconsider, or if enough consumers complain to Hallmark, will they reconsider. 

It’s not about Barbie or Fisher-Price; Hallmark loves those properties and knows they’re very  popular and Hallmark has enjoyed working with them and with Mattel over the years. Since Mattel has changed its business strategy, the goals of the two companies just don’t line up right now. If Mattel’s strategy changes in the future, Hallmark would gladly do business with them again.

I have been a long-time collector and love the Barbie products. What is Hallmark going to do to replace Barbie ornaments? 

Keepsakes offers a wide range of options for ornament collectors, and while Barbie may not  be in the line in 2013, ornament collectors who buy for their children or who buy for themselves will find a variety of options that will be equally as fun to collect.

If a customer is really angry about this change, who should they talk to?

Although Hallmark wanted to continue to offer Mattel licensed products, Mattel changed its licensing approach. As always. That said, if you want you can call 1-800-HALLMARK.