Partnerships
In March 2005, Mattel partnered with Oasys Mobile to extend their market into the mobile field. The partnership was announced on March 16, 2005, and gave Oasys Mobile the right to produce games on such licenses as UNO, Ker Plunk!, Toss Across, and Rock'em Sock'em Robots. Since then the two have worked together to add such licenses as the Barbie, Magic 8 Ball and Max Steel IPs to Oasys' portfolio. These subsequent partnerships also extended the territories in which they could market their products. The new markets included Japan and Taiwan for the Barbie license and Japan, China, Korea, India, and the Philippines for the UNO license. In late 2009, Mattel signed a deal to make WWE toys from 2010. The deal has proven to be successful for WWE, garnering nearly $52 million in toy and related merchandise sales in 2010, compared to $44.7 million the previous year.
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