Mattel to focus on influencer campaigns in 2017

Isaac Quiroga outlines plans to capitalise on growth of Youtube personalities
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Isaac Quiroga, senior manager, digital marketing and media, home entertainment and new media distribution at Mattel has outlined plans for the firm to focus on marketing through influencers in 2017.

Speaking to Kidscreen, Quiroga talked about how over the course of 2016 the firm has shifted its marketing strategy, commenting, "We saw that kids and parents alike were creating their own content and finding very creative ways to tell their stories, so we wanted to be a part of that. We wanted to give them tools to help them create content using our brands as their stories."

“I think influencers are just a more engaging way of reaching our target kid audience, because they just listen to them more,” Quiroga continues. “There’s a major sense of credibility there.”

Mattel has already partnered with crowd-sourced content studio Tongal to create a series of videos for its Hot Wheels brand as well as YouTube choreographers Matt Steffanina and Andrea Russett. Qiroga has expressed a desire to work with YouTubers Todrick Hall and Roman Antwood in the coming year. With popular online content creators such as PewDiePie gaining followings of over 50 million, many firms including Mattel are eyeing partnerships with a hope to expanding their audience.

“I think influencers are just a more engaging way of reaching our target kid audience, because they just listen to them more,” added Quiroga. “There’s a major sense of credibility there.”

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