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Mattel brings Barbie, Hot Wheels to TikTok Shop

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Mattel brings Barbie, Hot Wheels to TikTok Shop

The company is launching a branded storefront on the platform as it looks to get ahead in live commerce. Mattel’s TikTok Shop store debuts this week with roughly 20 products across Barbie, Hot Wheels, Fisher-Price and Monster High properties. Mattel will soon expand the assortment to include more than 40 products.

Mina Zandbar, Mattel’s vp of global e-commerce, told Modern Retail that Mattel wants to use TikTok Shop for product discovery, engagement and education, alongside its traditional retail channels. Mattel has a TikTok channel with 124,000 followers — and TikTok users already discuss its products in videos and in comments — but Mattel hasn’t sold goods directly on the platform before. Zandbar said that, by being on TikTok Shop, Mattel can “be with our community where they’re looking for our brands.”

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