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Brands including Barbie and Hot Wheels will be given a raft of new digital extensions.

Mattel teams with StartApp to launch digital stickers, emojis and gifs

Mattel has launched a new partnership witn Israeli-founded mobile ad start-up StartApp.

Start-Up is now Mattel’s premiere partner for digital stickers, emojis, wallpapers, gifs, mobile app themes, avatars, memes, and related apps for a number of Mattel’s global consumer brands.

“We are exceptionally excited to join forces with Mattel to help them reimagine their iconic brands for today’s world,” Gil Dudkiewicz, StartApp’s co-founder and CEO.

“Through this partnership, we will draw upon our extensive experience in the mobile industry to expand on Mattel’s efforts to bring their brands to a new and exponentially more connected generation.”

StartApp was founded in 2010 and currently partners with over 230,000 applications and has more than 470 million monthly active users worldwide.

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