As if collecting every K-pop album ever released wasn’t enough, ARMYs can now get their hands on a miniature size of RM, Jin, Suga, J-Hope, V, Jimin and Jungkook!
On Sunday, Jan. 6, the toy manufacturer behind the famous Barbie doll announced that BTS will be collaborating with Mattel on an official doll collection,
“Mattel, @bts_bighit & @BigHitEnt are bringing #BTSDollsOfficial to millions around the world! Follow us for #BTSxMattel updates. #BTS,” Mattel’s official account tweeted.
The collaboration was revealed at the Hong Kong Toys & Games Fair, where Mattel announced a worldwide licensing agreement with the K-pop band under its company Big Hit Entertainment.
A press release states that a toy line inspired by BTS will launch this summer, featuring the seven members of the group wearing some of their iconic looks as seen in their music video for last year’s “Idol.”
“BTS is a pop-culture music phenomenon that transcends age, culture and language, and through this partnership, Mattel will offer a new way for millions across the world to engage with the band,” said Sejal Shah Miller, SVP & Global Brand GM for Mattel. “Partnering with established franchises that have global appeal is a cornerstone of our strategy and given our creative expertise, we are perfectly suited to create products celebrating BTS.”
Thanks to BTS’s loyal fan base, the group’s economic value is estimated at more than 4 trillion won ($3.6 billion), according to the Hyundai Research Institute. With the groups immense and ever growing popularity, many companies are beginning to see commercial potential for BTS — and the growing power of Korean pop culture. Other companies that have collaborated with BTS to release new products include carmaker Hyundai Motor Co., messaging app Line and the sneaker brand Converse.
For those still living under a rock and have no idea who BTS is, the famous K-pop band took America by storm last year, becoming the top-selling Korean act in America and the first Korean pop group to top the Billboard album charts in the U.S. The group is currently one of the best-selling music acts in the world and even sold out a concert at New York City’s Citi Field.
BTS also built up a stellar track record of working with other artists. The boy band’s “Mic Drop” collaboration with Steve Aoki featuring Desiigner is one of two songs by the Korean boy band to be certified Gold, and the group also released a Nicki Minaj-featuring version of the “Love Yourself: Answer” single, which peaked at No. 11 on the Hot 100 last year.
By: Maytinee Kramer
