This story was first published by Digiday sibling Modern Retail.
Mattel is bringing its toy box to TikTok Shop.
The company is launching a branded storefront on the platform as it looks to get ahead in live commerce. Mattel’s TikTok Shop store debuts this week with roughly 20 products across Barbie, Hot Wheels, Fisher-Price and Monster High properties. Mattel will soon expand the assortment to include more than 40 products.
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