Tonic partnered with Mattel on a limited-edition run of children's vitamins carrying three of its best-known franchises, launching on 28 August. Barbie and Hot Wheels join Tonic's Kids Multi Gummies, while Thomas & Friends fronts a special edition of its Baby Vitamin D3 Drops.
The tie-up is pure licensing leverage: same formulation and price as the core range, dressed in collectible packaging built to earn a spot on the kitchen side. The Barbie gummies are heart-shaped and cherry-flavoured in a reusable glass jar, Hot Wheels come as orange, wheel-shaped gummies, and the Thomas drops deliver the NHS-recommended vitamin D dose in themed packaging.
Join European founders, operators, and investors who read The Checkout every week.
For a brand that says more than 100,000 families already buy its Kids Multi Gummies, character IP is a way to make the daily habit stick.
"Parents already trust Tonic to cover the gaps in their kids' diets without the sugar and junk hiding in most kids' vitamins," said founder Sunna van Kampen. "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."
The range is available from 28 August via Tonic's site, Amazon and selected retailers, while stocks last.
AUTHOR
SUPPORTED BY PAPER RUN
Paper Run helps brands win back customers that email can't reach through automated direct mail that integrates with Shopify & Klaviyo.
SUPPORTED BY WAYFLYER
Wayflyer provides purpose-built financing to consumer brands worldwide, deploying over $6 billion to 7,000+ businesses since launching in 2020.
SUPPORTED BY RIVERFLOW
Riverflow is the leading creative AI platform for CPG and Fashion brands, built specifically for high quality, brand accurate visuals in both photoshoots, static ads and videos.
JOIN OUR FOUNDER NETWORK:
VENICE FOUNDERS NETWORK
Where 200+ European consumer founders solve problems together.
An independent space for Europe's Consumer Founders & CEO's.
