Mattel Inc. announced that it has forged strategic relationships with Choirock Contents Factory Co. Ltd. and Sonokong Co. Ltd. Under the terms of an agreement with Choirock, Mattel will serve as master toy licensee for the hugely popular Turning Mecard franchise.

Under the terms of the deal, Mattel will manufacture, distribute and market a wide variety of toys and products inspired by the franchise, including vehicles, action figures, games and other items. Choirock will continue to distribute and manage the Turning Mecard franchise in Korea while Mattel will hold the right to introduce the franchise in markets throughout the world. Separately, Mattel and Sonokong have entered into a strategic agreement in which Sonokong will serve as Mattel's primary distribution partner in South Korea, with responsibility for sales and product distribution. That deal applies to Mattel's entire product portfolio, excluding games.