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."