What happened
Mattel's TikTok Shop store debuted with about 20 products across Barbie, Hot Wheels, Fisher-Price and Monster High, with plans to pass 40. It will work with toy-community creators and invest in livestreaming.
Why it matters
A big toy brand is selling direct on TikTok Shop and aiming at adults and parents, not kids.
In their words
“Mattel’s TikTok Shop store debuts this week with roughly 20 products across Barbie, Hot Wheels, Fisher-Price and Monster High properties.”