Paramount and Mattel Announce Multi-Year Global Licensing Partnership for Teenage Mutant Ninja Turtles
Rhea-AI Summary
Mattel (NYSE: MAT) and Paramount announced a multi-year global licensing partnership for Teenage Mutant Ninja Turtles on Feb. 10, 2026. Beginning in 2027, Mattel will launch action figures, playsets, vehicles, games, collectibles and role play tied to upcoming films in 2027 and 2028.
The agreement covers product lines for Teenage Mutant Ninja Turtles: Mutant Mayhem 2 (2027) and a new live-action/CG hybrid film (2028), and expands an existing collaboration between the companies across Paramount's franchise library.
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News Market Reaction – MAT
On the day this news was published, MAT declined 24.98%, reflecting a significant negative market reaction. Argus tracked a trough of -36.2% from its starting point during tracking. Our momentum scanner triggered 88 alerts that day, indicating high trading interest and price volatility. This price movement removed approximately $2.32B from the company's valuation, bringing the market cap to $6.98B at that time.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Market Reality Check
Peers on Argus
Peers show mixed moves (e.g., GOLF up 1.86%, PTON down 2.76%) and no names in the momentum scanner, suggesting the reaction in MAT is stock-specific to this Teenage Mutant Ninja Turtles licensing news rather than a broad leisure-sector trend.
Previous Partnership Reports
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Oct 15 | Gaming partnership | Positive | +0.3% | Expanded Roblox collaboration launching multiple Mattel-branded standalone games. |
| Oct 07 | MoMA partnership | Positive | -0.4% | Five-year MoMA deal to translate artworks into design-led consumer products. |
| Sep 16 | Montessori toys launch | Positive | -0.2% | Fisher-Price Montessori collection with AMS Seal of Excellence on Amazon. |
| Sep 15 | Content distribution deal | Positive | -1.8% | Pinkfong partnership to distribute legacy Pingu content across Korean platforms. |
| Jul 21 | Parenting play kits | Positive | +2.6% | Big Little Feelings partnership for solution-based toddler milestone play kits. |
Partnership and licensing announcements have historically produced small, often muted stock moves for Mattel, with several positive-sounding deals followed by flat to negative next‑day performance.
Over the past several months, Mattel has repeatedly used partnerships to extend its brands into new channels. Roblox game collaborations, a five-year MoMA design partnership, Montessori-aligned wooden toys, Pingu distribution in Korea, and toddler play kits with Big Little Feelings all highlight IP leverage across digital, educational, and regional platforms. Price reactions have ranged from -1.8% to +2.58%, with an average move of 0.1% for partnership-tagged news. Today’s TMNT licensing fits this pattern of IP-driven, strategically positive but market-muted announcements.
Historical Comparison
In the last five partnership or licensing headlines, MAT’s average next-day move was about 0.1%. Today’s 0.23% gain on the TMNT deal fits that historically muted reaction pattern.
Recent partnership news shows Mattel steadily extending its IP into gaming, art/design collabs, educational toys, regional content distribution, and parent-focused play kits, with the TMNT agreement adding a major evergreen entertainment franchise to this strategy.
Market Pulse Summary
The stock dropped -25.0% in the session following this news. A negative reaction despite this high-profile TMNT licensing deal would fit prior instances where positive partnership announcements did not sustain upside. Partnership-tagged news has averaged only about 0.1% next-day moves, with several declines despite constructive narratives. Investors may remain focused on Q3 2025 pressure, including net sales of $1.74B down year over year and lower EPS, which can overshadow incremental licensing opportunities in the near term.
AI-generated analysis. Not financial advice.
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Beginning in 2027, action figures, playsets and accessories, vehicles, games, collectibles, role play and more are set to roll out across retailers. Through the agreement, Mattel will also produce new product lines for the animated movie sequel Teenage Mutant Ninja Turtles: Mutant Mayhem 2 for 2027, and a new untitled Teenage Mutant Ninja Turtles live-action/CG animation hybrid in 2028.
Roberto Stanichi, EVP and Chief Global Brand Officer, Mattel said: "Teenage Mutant Ninja Turtles is one of the most successful entertainment franchises in history, and partnering with Paramount on this iconic property marks a significant moment for Mattel and the brand. The enduring power of the Turtles lies in their ability to evolve with each generation, and we are excited to bring these characters to life in new ways."
Josh Silverman, President, Global Products & Experiences, Paramount said: "Teenage Mutant Ninja Turtles' rich history and timeless legacy have created a powerful connection with audiences around the world. Extending the world of Teenage Mutant Ninja Turtles through so many different touchpoints is something we deeply value as we continue expanding the ways people can interact with and celebrate the world of these beloved brothers. We are pleased to embark on this next chapter with Mattel, whose ability to innovate on a global scale positions us to further grow the brand and engage fans across generations."
Since its creation in 1984 by Kevin Eastman and Peter Laird, Teenage Mutant Ninja Turtles has grown into a global phenomenon, spanning comic books, hit television series, blockbuster films, live experiences, digital games, publishing and a powerhouse consumer products line. Today, Teenage Mutant Ninja Turtles continues to dominate screens and shelves worldwide, generating billions in retail sales and inspiring generations of fans.
This new licensing agreement builds upon the established relationship between Mattel and Paramount Products & Experiences, which spans brands and franchises in Paramount's vast library.
About Mattel
Mattel is a leading global play and family entertainment company and owner of one of the most iconic brand portfolios in the world. We engage consumers and fans through our franchise brands, including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends™, UNO®, Masters of the Universe®, Matchbox®, Monster High®, Polly Pocket®, and Barney®, as well as other popular properties that we own or license in partnership with global entertainment companies. Our offerings include toys, content, consumer products, digital and live experiences. Our products are sold in collaboration with the world's leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering generations to explore the wonder of childhood and reach their full potential. Visit us at mattel.com.
About Paramount Products & Experiences
Paramount Products & Experiences oversees all licensing, merchandising, and location-based experiences for Paramount, a Skydance Corporation (Nasdaq: PSKY), a leading next generation global media and entertainment company. The division brings to life iconic franchises and beloved characters through innovative products and immersive experiences across categories including toys, apparel, publishing, food and beverage, theme parks, hotels, cruises, attractions, and live entertainment. Its global portfolio is powered by content from brands such as Nickelodeon, Paramount Pictures, CBS, MTV, Comedy Central, and Paramount+, and fan-favorite franchises like PAW Patrol, SpongeBob SquarePants, Teenage Mutant Ninja Turtles, Star Trek and Yellowstone. To explore our range of consumer products and Paramount-branded merchandise, visit ParamountShop.com.
View original content:https://www.prnewswire.com/news-releases/paramount-and-mattel-announce-multi-year-global-licensing-partnership-for-teenage-mutant-ninja-turtles-302684280.html
SOURCE Paramount Skydance Corporation
FAQ
What did Mattel (NYSE: MAT) announce on Feb. 10, 2026 about Teenage Mutant Ninja Turtles licensing?
When will Mattel (MAT) begin releasing Teenage Mutant Ninja Turtles products under the new deal?
Which Teenage Mutant Ninja Turtles films are tied to Mattel's (MAT) 2026 licensing agreement?
How does the Mattel (MAT) and Paramount deal affect retail product categories for TMNT?
Does the Mattel (MAT) licensing agreement build on prior collaboration with Paramount Products & Experiences?
