Mattel partners with CAA Marketing

Mattel signs Creative Artists Agency to develop entertainment-based marketing programmes.
Author:
Publish date:
5_Pocoyo.jpg

The firm has enlisted CAA Marketing to help identify and create opportunities in order to build on the relevance of its many brands.

A variety of platforms will be used including movies, digital media and music, video games and television on brands such as Barbie, Hot Wheels, Fisher-Price, Master of the Univers, Max Steel, UNO and Polly Pocket, among others.

Richard Dickson, senior vice president of marketing, Media and Entertainment, Mattel said it’s part of the firm’s entertainment strategy.

“It will give us unique access to entertainment's key decision-makers, and equally as important, early insight into popular culture, as well as relationships with the world's most creative talent,” Dickson said.

“CAA Marketing understands brand-building and we are excited to be working with them to further extend our portfolio of brands and bring our entertainment strategy to life," he said.

Lenny Stern, head of CAA Marketing added: “Mattel is home to the most beloved and popular toy brands, those that have enriched lives for generations. We are proud to work with the No. 1 toy company to create rich experiences that will further immerse their fans into their robust and celebrated brands."

Related

Featured Jobs

Copyrights Group

Marketing Manager

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.