The 70-year old global toy company’s brands include Barbie, Fisher-Price, Hot Wheels, American Girl dolls and Matchbox.
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Hollywood is helping too.
The marketing push is a sequel to an event Disney used to build buzz for "The Force Awakens" gear.
Toy maker's new character Logan is a modern drummer.
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The toy company has decided to pull its SeaWorld Barbie, a move hailed by activists but is also part of a broader brand revitalization for the iconic toy.