TLL Staff
Mattel Inc. has announced a licensing agreement with Cottage Door Press to expand the content library for Luna StoryTime Projector.
The projector is a 3-in-1 screen-free storytelling device designed to encourage early literacy through immersive play. The deal with Cottage Door will bring some of Mattel’s most popular brands—including Barbie, Hot Wheels, Thomas & Friends and Angelina Ballerina—to the Luna platform as officially licensed “Luna Content Characters.”
Each will feature more than 30 minutes of narrated stories, animations, read-along words and sing-alongs, aiming to make storytime more interactive for families.
Ryan Ferguson, global head of publishing at Mattel, said the partnership builds on the company’s mission of inspiring imagination through play.
“Our brands have always been about fueling kids’ imaginations, and this collaboration makes narrative play even more fun,” Ferguson said. “Now families can sing and read with Barbie, Hot Wheels, Thomas & Friends and Angelina Ballerina in a whole new way that helps kids fall in love with reading.”
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The Luna StoryTime Projector, which functions as a projector, audio player and night light, allows families to engage with stories without Wi-Fi, downloads or apps. Each cartridge-like Content Character plugs into the device to activate a set of themed stories and songs.
Dick Madrell, founder and CEO of Cottage Door Press, said the partnership combines key strengths from both companies.
“Mattel has spent generations perfecting the art of play, while we’ve spent the past decade developing content that transforms kids into avid readers,” Madrell said. “Now we’re combining those strengths to create something entirely new, whether children are watching Thomas the Tank Engine chug along or singing along with Barbie. Together, we’re turning children’s favorite characters into powerful tools for building literacy without any screens.”
The rollout begins this fall, with Thomas & Friends launching in September 2025, followed by Angelina Ballerina in December. Barbie and Hot Wheels will join the line in spring 2026, alongside additional properties still to be announced.
Cottage Door Press, an independent children’s publisher, has developed a reputation for interactive, educational books for preschoolers and young readers. By joining forces with Mattel, the publisher gains access to one of the toy industry’s most recognizable brand portfolios, while Mattel extends its reach in the fast-growing market for literacy-focused products.
The Luna collection is already available through Amazon and LunaStoryTime.com. Retail expansion is planned for Barnes & Noble, Kohl’s, Target.com and Walmart.com later in 2025. The Luna Starter Set carries a suggested retail price of $59.99, while additional Content Characters are priced at $14.99 each. Bundled starter sets with bonus Content Characters will also be offered.