"BTS is a pop-culture music phenomenon that transcends age, culture and language, and through this partnership Mattel will offer a new way for millions across the world to engage with the band," said Sejal Shah Miller, a senior vice president at Mattel, in a statement back in January. "Partnering with established franchises that have global appeal is a cornerstone of our strategy and given our creative expertise, we are perfectly suited to create products celebrating BTS."