Mattel has signed a deal with Viacom Brand Solutions and Nickelodeon to showcase its product range online.
Designed to target parents and children in the lead up to Christmas, the micro-site, www.nick.co.uk/mattel, includes video to play out TV ads, product information and links to official sites and purchase options.
The deal was brokered between Damon Garwood, account manager at VBS, and business director Dan Coleman at Mindshare.
Bobi Carley, director of kids at VBS, said: “This has been a fantastic year for online with the toy trade now having discovered the benefits that targeted online campaigns can bring. Mattel has a strong TV and licensing relationship with Nickelodeon, and this is an exciting start to fully integrating the brands.”
VBS is the sales house for Nickelodeon, MTV, VH1 and Parmount Comedy.