Mattel brings Barbie, Hot Wheels to TikTok Shop

Mattel is launching a branded storefront on TikTok Shop, debuting with roughly 20 products across Barbie, Hot Wheels, Fisher-Price, and Monster High properties. The company is looking to get ahead in live commerce with this move.

This development matters for social commerce as it marks a significant step by a major toy brand to leverage the growing popularity of live commerce and social shopping on platforms like TikTok. By bringing its iconic brands to TikTok Shop, Mattel aims to tap into the platform's vast user base and create new sales channels.