Mattel is opening a Barbie and Hot Wheels store inside TikTok Shop, and more big brands are joining before Black Friday. Here is what shoppers should expect.
Mattel, the toy maker behind Barbie and Hot Wheels, is opening a store inside TikTok Shop, the buying feature of the TikTok app. The store launches this week with about 20 products. Mattel plans to grow that to more than 40 soon. It is the company's first time selling directly on the platform.
The shop covers Barbie, Hot Wheels, Fisher-Price and Monster High. Mattel picked items that people already mention in TikTok videos, such as the Fisher-Price Soothe 'n Snuggle Otter. Shoppers will find the brands grouped in one storefront. The Disney Store, which launched on TikTok Shop this year, does the same with Star Wars and Frozen.
TikTok account holders must be at least 13, so Mattel is not trying to reach young kids. "Little kids are not going to purchase products for themselves," said Mina Zandbar, Mattel's vp of global e-commerce. The target is parents and adult collectors. Mattel says it has a massive community of adults who collect items like Hot Wheels cars and Monster High dolls.
Mattel wants the shop to help people discover products and learn about them, not only buy. It will make videos that answer common questions, such as which toys are best for a newborn. It will also invest in livestreaming, which means selling through live video, and work with creators from the toy community. Barbie has 2.5 million TikTok followers and Hot Wheels has 1.2 million.
Mattel is one of several big names arriving ahead of Black Friday. Best Buy, Ulta Beauty and Sephora will also sell on TikTok Shop this winter for the first time. TikTok Shop data says nearly a third of U.S. TikTok users expect to buy a gift this Black Friday. Zandbar acknowledged the holidays are hectic for a launch, but said the busy season will show Mattel what works.
Mattel has not shared any sales goals or results for the new store. It also runs a loyalty program, Mattel Rewards, which more than 25% of its consumers have joined. The two serve different roles. The loyalty program gives Mattel its own data on customers. TikTok Shop keeps transactions and data within TikTok's system. The launch comes as new CEO Roger Lynch, who started in early November, focuses on growth.
If you shop on TikTok this holiday season, expect more big brands and toy deals, and watch how Mattel uses videos and livestreams to sell.
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