Mattel has inked a multi-year deal with Amazon MGM Studios for a new range of co-branded toys based on Netflix’s gothic tween series Wednesday.

As part of the agreement, Mattel will design, manufacture and distribute Wednesday dolls and collectibles for its Monster High and Little People toy lines. In particular, the toyco sees Monster High as a natural fit for the entertainment brand since both focus on high schools full of monsters and supernatural creatures. 

Mattel plans to roll out its Wednesday products to retailers worldwide next year, with no launch window specified as of press time. The products will also sell through its e-commerce platform and the Wednesday storefront on Amazon. 

MGM started building Wednesday’s consumer products program before the series premiered last year, signing early licensing deals with Hot Topic (apparel), Rubie’s (costumes) and Funko (collectibles). This business expanded in September, thanks to WildBrain CPLG, which manages the licensing rights for both Wednesday and The Addams Family across EMEA. The licensing agency brokered additional apparel deals with Zara and Primark, along with setting up UK-based toyco Play by Play to make collectible plush dolls. 

Wednesday dropped on Netflix in November 2022, where it streamed in more than 80 countries. Shortly after launching, the eight-episode series became the number-one most-watched English-language series on the platform, with viewers collectively spending more than 341 million hours watching it in week one, according to a release.