Mattel partners with CAA Marketing

Mattel signs Creative Artists Agency to develop entertainment-based marketing programmes.
Publish date:
Social count:

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."


Mattel's big build for market share

Euromonitor’s Robert Porter explores the potential ramifications of Mattel’s acquisition of Mega Brands across the world’s largest regions for traditional toys and games.

Featured Jobs

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.


UK Sales Agents

Liberty House Toys have been appointed as the exclusive UK distributor for the BiOBUDDi brand, and we are pleased to introduce this new unique, innovative and exciting range of 100% environmentally-friendly toy building blocks. We are seeking experienced sales agents with existing network in the toy retail market.

Gameplan Job Logo 620 x 349

Head of Product Development & Marketing

Our client is a privately owned French toy and games manufacturer which sells through distributors in forty countries. The company develops and sells innovative electronic interactive toys and games for the educational and gaming markets, and also takes suitable licenses. To progress its successful business development a Head of Product Development & Marketing is to to recruited.

HIT Entertainment Job Logo 620 x 349

Licensing Systems Administrator

The Contract System Coordinator is a newly created role to support the deal term entry process into Mattel’s new Contract Management System for its Licensing business. The role will support the Business Teams at the Deal & Amendment phase of the contracting process and act in conjunction with the System Administration team.