Mattel has relaunched that purple dinosaur icon “Barney,” announcing plans to today to revitalise the Barney brand across TV, film, YouTube, music, and merchandise including toys, books, clothing and accessories.
It will kick off with the launch of a global computer-animated “Barney” series in 2024. The new series aims to “properly reflect the world that kids today live in so that the series can deliver meaningful lessons about navigating it” says Mattel Television GM Fred Soulie.
The show will ditch the long-running human in costume approach of PBS’ “Barney & Friends” which ran for eighteen seasons from 1992. Apparel and accessories featuring classic Barney are in development for adult fans.
Corus Entertainment’s Nelvana (“Esme & Roy”) will co-produce the series with Mattel Television and executive producers include Fred Soulie, Christopher Keenan, Colin Bohm and Pam Westman.
Josh Silverman, chief franchise officer and global head of consumer products at Mattel says: “Barney’s message of love and kindness has stood the test of time. We will tap into the nostalgia of the generations who grew up with Barney, now parents themselves, and introduce the iconic purple dinosaur to a new generation of kids and families around the world across content, products, and experience.”
The move follows on Mattel successfully revitalising its “Monster High” and “Masters of the Universe” with new programming and merchandise.
Source: Business Wire
