Mattel Opens TikTok Shop Storefront With About 20 Barbie and Hot Wheels Products

Mattel's TikTok Shop store debuts this week with roughly 20 products spanning Barbie, Hot Wheels, Fisher-Price and Monster High. The launch shows a major toy brand moving its direct selling into TikTok's social commerce platform.

Why it matters: Brands with large consumer franchises are testing TikTok Shop as a native checkout channel, which marketers should weigh against their own storefronts and retail partners.