It also announced the Hot Wheels ultimate challenge primetime show on NBC and the Barbie Dreamhouse challenge (a new home makeover competition series) on HGTV. The company emphasized on licensing agreements with Disney (with respect to Little Mermaid dolls) and Hasbro to drive growth. The company has been witnessing an improving sales trend for Hot Wheels and is quite confident about the brand's long-term prospects. During first-quarter 2023, gross billings at the Hot Wheels brand rose 1% (on a reported basis) and 2% (at constant-currency basis) year over year. In International, sales at Hot Wheels rose 4.6% year over year to $125.2 million. Mattel is also focused on cost-saving efforts to boost the bottom line. Through its current cost-saving program, the company is focused on expanding margins. It simplifies its organization structure, optimizing processes and supply chain to generate savings across operations.