Mattel Creations to grow global content offering with Tongal

Mattel Creations has entered into a multi-year strategic partnership with the crowd-sourced studio, Tongal.

Under the partnership, Tongal will be responsible for digital content strategy as well as content creation, including ‘the development of content based on Mattel’s library of brands.”

Tongal will create content across broadcast, digital and social media channels with the purpose of ‘enhancing Mattel Creation’s content capabilities and digital offering.

“Mattel Creations is dedicated to discovering new ways to share creative, captivating stories across all platforms,” said Mattel chief content officer, Catherine Balsam-Schwaber.

“Our partnership with Tongal and its robust network of creators will enable us to build out an innovative, scalable offering of content for all channels and markets around the world.”

“Tongal is redefining the content model and we look forward to working closely with the team to further our brand strategies and build our storytelling platform.”

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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