Mattel makeover: Barbie and Hot Wheels Kids Multi Gummies and a Thomas & Friends Baby D3 edition land Aug. 28 at the same prices as Tonic's core range.
Tonic Health is launching a limited edition children's vitamin range with Mattel (MAT), adding licensed branding to two of its best-selling products. Barbie and Hot Wheels editions of Kids Multi Gummies arrive Aug. 28, joined by a Thomas & Friends version of the Baby Vitamin D3 Drops.
The Barbie gummies are heart-shaped and cherry-flavoured in a collectible glass jar; the Hot Wheels version comes as orange-flavoured, wheel-shaped gummies in a collectible tub. The Thomas & Friends drops keep the same NHS-recommended daily dose of vitamin D3 in limited packaging. Nutritional formulas and recommended retail prices match the core range, Tonic said.
Tonic calls the range a first of its kind for the UK vitamin market. The company says more than 100,000 families already use Kids Multi Gummies, which pack 14 vitamins and minerals plus plant extracts, with no added sugar or artificial sweeteners.
The deal extends Tonic's retail push. The brand is stocked across all major UK supermarkets and describes itself as one of the country's fastest-growing vitamin brands.
Sunna van Kampen, founder of Tonic Health, said in the launch announcement: "Parents already trust Tonic to cover the gaps in their kids' diets without the sugar and junk hiding in most kids' vitamins. Partnering with Mattel brands that families already know and love means we get to keep that same trusted formula, but make the daily habit something even more exciting for kids, whether that's a Barbie tub on the side, Hot Wheels gummies shaped like actual wheels, or a Thomas & Friends drop bottle at breakfast."
The limited run goes on sale Aug. 28 on Tonic's direct-to-consumer site and Amazon. Selected retail partners will also stock the range, available while stocks last.
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