Mattel is joining forces with youth media firm, Fullscreen, for the roll out of Fullscreen Family, a brand-safe video network, and the Hot Wheels digital content innovation team.
Following the deal, the team will focus on creating content to engage a new generation of digital-first consumers.
"Mattel is constantly looking for new ways to innovate our brand storytelling on digital platforms," said Richard Dickson, president and COO of Mattel.
"We're excited to be working with our long-time partner Fullscreen on this initiative, as their industry-leading work across social and video platforms will allow us to deepen content tailored specifically to these audiences at a great velocity, enabling the brand to further engage existing and new fans."
In addition, Mattel will also aim to develop relationships with top online influencers in the kid space.
Fullscreen Family will boast a family-focussed collection of brand-safe channels for third-party advertisers, which will see Mattel increase the amount of premium kids and family content by 61 per cent and reach an estimated 800 million monthly video viewers.
Plus, Fullscreen’s active content creators will be able to leverage Hot Wheels' iconography to create more content for the brand’s online fans.
Pete Stein, general manager at Fullscreen, added: "We couldn't be more proud to take our creative partnership to the next level with Mattel and Hot Wheels, one of the world's most loved brands.
"This fully-integrated effort will entertain and inspire a new generation of families, and provide unique advertising opportunities on the largest family-focused, brand-safe network in the world."