Mattel brings Barbie, Hot Wheels to TikTok Shop

Mattel is expanding its presence on TikTok by launching a branded storefront on TikTok Shop. The company aims to boost its live commerce efforts and reach its audience where they are actively seeking its brands. Mattel’s TikTok Shop store, set to debut this week, will initially feature approximately 20 products from its Barbie, Hot Wheels, Fisher-Price, and Monster High product lines.

The retailer intends to broaden the selection to over 40 products in the near future. Mina Zandbar, Mattel’s Vice President of Global E-commerce, revealed to Modern Retail that the company's goal is to leverage TikTok Shop for product discovery, engagement, and education, in addition to its existing retail channels. Mattel currently boasts a TikTok channel with 124,000 followers, and users frequently discuss its products in videos and comments.

However, this marks the first time Mattel has offered its goods for sale directly on TikTok Shop. By establishing a presence on the platform, Zandbar explained, Mattel can effectively connect with its community and cater to their interests.