Cold Space, Hot Wheels

Mattel Inc., the California-based multinational toy manufacturing and entertainment company, has announced that it has entered into a multi-year agreement with Elon Musk’s SpaceX to create and market products inspired by the pioneering space company’s launch-vehicles.

The first toys and collectibles produced under the new partnership will be released in 2023 under Mattel’s Matchbox and Mattel Creations banners—the latter being the company’s direct-to-consumer platform.

Mattel senior vice-president of entertainment partnerships Nick Karamanos said of the deal: “We take pride in our ability to create products and experiences that honor cultural moments and inspire humankind. As space exploration advances more quickly than ever before, we are thrilled to work with SpaceX and help spark limitless play patterns for the space explorer in every kid.”

SpaceX vice-president Brian Bjelde remarked: “At SpaceX, we believe that a future in which humanity is out among the stars is fundamentally more exciting than one in which we are not. We look forward to working with Mattel to help inspire the next generation of space explorers and enthusiasts."

The collaboration—SpaceX’s first with a worldwide toy company—was announced on International Moon Day, the 53rd anniversary of the Apollo-11 moon landings.

SpaceX’s partnership with Mattel speaks to Musk’s talent for amalgamating vision and practicality. To date, such SpaceX products as might be found on the toy market take the form of $500 wood models of the company’s Falcon 9 rocket, and $400 models of its Dragon capsule. Most parents are insufficiently rich or stupid to lavish such extravagances on their pre-teen progeny. Enter Mattel, a leading global toy company versed in the alchemy of transforming injection-molded plastics into hard-cash. By plying its know-how to the manufacturing, marketing, and distribution of inexpensive, broadly accessible SpaceX toys, Mattel stands to do for Elon Musk in 2023 what Kenner did for George Lucas in 1978.

FMI: www.shop.mattel.com