Mattel has inked a multiyear global licensing deal to distribute Karma’s World toys, a new series created by Chris “Ludacris” Bridges (The Fast and the Furious, Crash).
Mattel will collaborate with 9 Story Media Group and Karma’s World Entertainment on the development of 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. Based on Bridges’ oldest daughter, Karma’s World incorporates hip-hop music, streetwear fashion, and original choreography. Geared toward ages 6-9, Karma’s World focuses on themes of self-expression, identity, leadership, creativity, and community.
“Karma’s World is an important legacy that I want to leave for my daughters,” says Bridges. There needs to be more positive representations of Black girls in pop culture. The Mattel brand has embraced Karma’s messages of self-empowerment, self-expression and using one’s voice to change the world, and I’m 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.