MATTEL: Further TV partnerships for Barbie

Following news of its deal with TMi yesterday, Mattel has announced further details of its latest Barbie campaign.
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The company has invested a six-figure sum into the promotion, which will launch this month and is expected to reach over four million girls aged four to nine.

The partnerships will run with Nick Jr and Cartoon Network and will promote the Barbie Life core range and movie and the Barbie & the Diamond Castle toy range.

The Nick Jr campaign will drive awareness of a national sales promotion in addition to introducing girls to the new Diamond Castle story and products via specially created daily on air competition spots and interactive online activity.

The competition mechanic announced by Boomerang yesterday will also be rolled out across the Cartoon Network’s portfolio of channels.

The deal with Cartoon Network includes sponsorship of a new Barbie-branded interactive programme format entitled LOL (Laugh Out Loud).


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The Copyrights Group is one of the licensing arms within The Vivendi Group. Acquired by Vivendi in 2016 Copyrights manages the licensing for a portfolio of properties to include Paddington Bear. Some of the other companies within the Vivendi Group include Universal Music Group, and their licensing arm Bravado, Gameloft and Studiocanal to name a few.