Ground Up Brand to Launch 8 New Licensing Partnerships in 2023 With Mattel, Hasbro and Others

For Ground Up International, the kids’ character fun continues in a big way in 2023. The New York-based footwear company, which already produces shoes for Disney, Nickelodeon, Star Wars and many others, announced it has eight new licensing partnerships set to launch in the coming year, with Bluey, Mattel, Hasbro, Chainsaw Man, Afro Unicorn, Miraculous Lady Bug, WWE and Billy’s Footwear. As part of its collaboration with Mattel, Ground Up will have the chance to work with one of the biggest names in the toy business: Barbie. In 2021, for instance, Barbie represented 73% of sales in its category and 27% of Mattel’s total revenue, according to Ground Up. The iconic doll series also was at the heart of the hottest color trend in the fashion industry this past year, Barbie Pink — a look embraced by Valentino, Rick Owens and other fashion labels, as well as celebrities and consumers alike. And with the live-action “Barbie” movie set to release in July starring Margot Robbie and Ryan Gosling, Barbiecore mania shows no signs of waning. Ground Up also will bring to life other big toy franchises from Mattel, including Hot Wheels. And through its licensing deal with Hasbro, it will explore My Little Pony and

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