“As a teacher now, I know most kids would rather read a real novel about toys and TV characters they know and love, than a poorly ghostwritten kids’ story fronted by a TV celebrity their parents like.”

TokyoPop and Mattel have announced a new agreement to produce “western-style” manga-style graphic novels featuring Barbie and Hot Wheels, targeting readers aged 8 to 12.

The series are set to launch in 2026, with few details available right now, but it seems the new titles, despite the “western-style”, will be designed with illustrations and text designed to be read from right to left, in keeping with Japan’s traditional publishing format.

Distribution – PRH or S&S?

Distribution will be via Penguin Random House worldwide, which may have pissed off Simon & Schuster, which is the distribution partner for Mattel’s own publishing imprints.

Tokyopop is no stranger to deals like this and has previously partnered with Square Enix and Disney to produce manga based on video game franchises and feature films including ‘Kingdom Hearts’ (2003), ‘Pirates of the Caribbean’ (2018) and ‘Stitch and the Samurai’ (2020). 

Per the press release, “These series will feature fresh artwork and original stories, bringing the cherished brands to new audiences in innovative formats.”

Historical Context

Barbie Comics: Dell Comics published the first Barbie comics in the 1960s, followed by Marvel in the 1990s. Papercutz has been publishing Barbie graphic novels since 2016.

Hot Wheels Comics: DC Comics released a six-issue Hot Wheels series in 1970-71. Mattel will publish two Hot Wheels graphic novels for ages 6-9 in May 2025

Back in nineteen bow-and-arrow books were books

The focus on manga and other comic formats is understandable, but also a missed opportunity.

Back in nineteen bow-and-arrow when I was a kid, I loved comic versions of my favourite TV shows and toy characters, but I also vividly remember reading full kids’ text novels in paperback based on said TV characters and toys, as for example novels about Gerry Anderson’s Thunderbirds.

As a teacher now, I know most kids would rather read a real novel about toys and TV characters they know and love, than a poorly ghostwritten kids’ story fronted by a TV celebrity their parents like.

This post first appeared in the TNPS LinkedIn newsfeed.