Mattel Toys with Shaman King

Mattel Inc. has entered into a multi-year agreement to serve as master toy licensee for 4Kids Ent.’s animated series Shaman King, which airs Saturday mornings on Fox Box in the U.S.

The master toy license grants Mattel the exclusive manufacturing and marketing rights worldwide outside of Asia to produce and sell action figures, board games, puzzles, vehicles, playsets, activity/role playing products, youth electronics and visual toys. The first line of Shaman King products is expected to be available in the fall of 2004.

Shaman King follows the adventures of Yoh Asakura, a seemingly average student with the ability communicate with ghosts and spirits. When Yoh teams up with an apparition named Amidamaru, he begins his incredible quest to be crowned Shaman King in the Grand Tournament held only once every 500 years.

Created by artist Hiroyuki Takei, the property began as a manga that first appeared in Weekly Shonen Jump in 1998. The graphic novels have sold more than 20 million copies and spawned a popular television show that aired on TV Tokyo. In 2003, it made its U.S. debut in Shonen Jump, the North American monthly counterpart to the Japanese manga weekly.

4Kids Ent. is the exclusive agent for Shaman King, representing television distribution rights in the U.S., Canada, Australia and New Zealand and merchandise licensing rights worldwide, except for Asia, Spain, Portugal and Latin America.