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Abu Dhabi, UAEMonday 21 January 2019

K-pop boy band BTS are getting their own Mattel dolls 

Mattel will create a toy line inspired by the seven-member pop group BTS that includes dolls, collectible figures and games

Mattel has signed a licensing deal with the K-pop boy band BTS. AP photo
Mattel has signed a licensing deal with the K-pop boy band BTS. AP photo

Mattel Inc, maker of Barbie and Hot Wheels toys, is turning to a Korean boy band for help luring the new generation of kids.

Mattel will create a toy line inspired by the seven-member pop group BTS that includes dolls, collectible figures and games, the El Segundo, California-based company announced at the Hong Kong Toys & Games Fair this week.

BTS, whose name is drawn from Bangtan Sonyeondan or “Beyond the Scene,” is one of the best-selling music acts in the world. Last year, BTS became the first Korean pop group to top the Billboard album charts in the US, and sold out a concert at New York City’s Citi Field.

Thanks to a loyal fan base known as the #Army, the group’s economic value is estimated at more than 4 trillion won (Dh13.2 billion), according to the Hyundai Research Institute. Asian retailers reported double-digit increases in customers for books and albums around the release of the group’s Love Yourself: Tear.

Some large companies are beginning to see commercial potential for BTS — and the growing power of Korean pop culture more broadly. Carmaker Hyundai Motor Co, messaging app Line and the sneaker brand Converse are all working on new products with BTS.

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Read more:

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Korean singer Wheesung: 'I believe K-Pop will evolve to a different level soon'

WATCH: Why do people in the UAE love K-Pop so much?

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Updated: January 8, 2019 04:02 PM

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