# Mattel and Mary Engelbreit Expand Licensing and Publishing Portfolios Major toy and art brands leverage legacy intellectual property for new publishing ventures. - **Source:** [Publishers Weekly](https://www.publishersweekly.com) - **Published:** 2026-11-05 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/d02af9a5-ea69-4611-b9fb-6abeb5193c32 ## Mattel Revives Legacy Brands Mattel Press is launching three new children's book series in summer 2027. The expansion includes graphic novels for Rock Em Sock Em Robots and a chapter book series featuring Chatty Cathy. These initiatives aim to modernize classic toy intellectual property for a new generation of readers aged five to twelve years old. ## Robots and Talking Dolls The Rock Em Sock Em Robots graphic novel, titled We're Gonna Need a Bigger Bot, features characters Blue Bomber and Red Rocker. Simultaneously, the Chatty Cathy series by Rebecca Elliott reimagines the 1960s talking doll. These projects represent a deeper dive into Mattel's extensive legacy portfolio to create original, character-driven storytelling experiences. ## Monster High Franchise Growth Mattel is also extending the Monster High brand with a new middle-grade fantasy series titled Moonspell School for Witches. Written by Jen Calonita, the books focus on five young witches discovering their magical powers. This project highlights the company's strategy of utilizing established entertainment franchises to drive consistent engagement across multiple media. ## BeddyByes Bedtime Routine Media Penguin Random House acquired global publishing rights for the preschool series BeddyByes. The animated show, which features tactile, block-like characters, helps children establish bedtime routines. The first interactive board book, Time for BeddyByes, launched in the U.K. in October 2026, with a U.S. release scheduled for January 2027 to support the show. ## Visual Strategy for Publishing Editors opted to use screen grabs from the BeddyByes animated series for their initial book releases. This decision preserves the show's unique tactile aesthetic, featuring felt and wool-like textures. Future U.S. publishing plans may include homegrown formats such as Little Golden Books, coloring activities, and sticker books to further expand the brand's reach. ## Mary Engelbreit Licensing Expansion Artist Mary Engelbreit has retained Moxie Co. as her new licensing agent to expand her brand into home decor, fashion, and stationery. With over 16,000 assets in her portfolio, the brand celebrates its 50th anniversary next year. The program has historically generated over $1 billion in retail sales across 6,500 distinct products. ## Social Media Brand Engagement The Mary Engelbreit brand currently commands significant digital presence with 32 million Instagram and 30 million Facebook views annually. Despite having over 500,000 engaged followers, Moxie Co. expects growth through a dozen new licensing deals. These upcoming products will likely include journals, notebooks, and mahjong sets to be released in coming months. ## Diverse Publishing Partnerships Engelbreit currently collaborates with publishers like Andrews McMeel and Cottage Door Press on coloring books, calendars, and planners. These existing partnerships remain central to the brand's strategy. Moxie Co. is actively exploring innovative new formats to maintain the brand's relevance while continuing to serve the adult consumer base with high-quality artistic merchandise. ## Industry Licensing Trends The market continues to see unique brand collaborations, such as the Blooms by Play-Doh bouquet kit and Elf on the Shelf interactive trails. These partnerships demonstrate a broader industry trend of leveraging established intellectual property across diverse sectors. Companies are increasingly prioritizing innovative, interactive experiences to maintain consumer interest in legacy brands. ## Sources covering this story - http://www.publishersweekly.com/pw/by-topic/childrens/childrens-industry-news/article/101709-licensing-hotline-november-2026.html — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._