TV/DVD launches aid Mattel brands

CGI TV show to bolster Battle Force range as new Barbie DVD lifts iconic line.
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Mattel’s Hot Wheels Battle Force 5 brand will be boosted by the launch of a new animated TV show, launching this summer, while the latest Barbie DVD release will do the same for the fashion doll line.

Featuring the latest CGI animation, the show, which has already received a strong reception in the US where it began broadcast on Cartoon Network in 2009, delivers racing action with fantasy vehicle adventures.

The show follows the adventures of a group of elite drivers in five different vehicles who work together to save earth from enemy aliens.

Mattel marketing director, Erica Zubriski explained: “Battle Force 5 offers a new and exciting entertainment concept with supercharged vehicle action that Hot Wheels fans have never seen before. This, combined with our strong broadcast platform, provides a unique opportunity for the brand to reach boys in an innovative and engaging way that is incremental to the core Hot Wheels business.”

Meanwhile, released on DVD on 22nd March is Barbie in A Mermaid Tale.

In the film, Barbie is Liah Summers, a champion surfer whose world changes when she uncovers a family secret and sets off on an underwater adventure.

The release will benefit from a heavyweight four-week TV advertising and sponsorship campaign that will reach 97 per cent of girls aged 4-9-years-old. In addition, Barbie will sponsor four leading channels - Boomerang, Cartoon Network, CNToo and Cartoonito.

The activity will run for a month and will include promotional TV spots, a branded microsite and banner advertising. Plus a mum-targeted campaign with a week-long sponsorship programme with This Morning.

It will also continue the successful partnership with The Daily Express with a promotion giving away a bespoke Barbie in A Mermaid Tale story and activity book. A comprehensive girls’ press campaign and extensive PR will also support the range.

Marketing director Erica Zubriski commented: “Barbie in A Mermaid Tale is another great movie from Barbie. We have a fantastic toy line that really compliments the movie and with our extensive marketing support, this will be a must-have and see for girls.. Mattel is best-in-class at creating engaging content that brings toys to life and developing comprehensive marketing programmes that engage the consumer.”

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