LOS ANGELES and EL SEGUNDO, Calif., Aug. 28, 2017 – Mattel, Inc., a global learning, development and play company that inspires the next generation of kids to shape a brighter tomorrow, today announced a partnership with Fullscreen, a next generation youth media company, to launch Fullscreen Family, a brand-safe video network, and the Hot Wheels digital content innovation team. Through the partnership, the team will focus on creating high-quality content to engage a new generation of digital-first consumers across video and social platforms, fueling an always-on approach for the brand. Additionally, Mattel will develop deeper relationships with the top online influencers in the kids and family space.
"Mattel is constantly looking for new ways to innovate our brand storytelling on digital platforms," said Richard Dickson, President and COO, Mattel. "We're excited to be working with our long-time partner Fullscreen on this initiative, as their industry-leading work across social and video platforms will allow us to deepen content tailored specifically to these audiences at a great velocity, enabling the brand to further engage existing and new fans."
Distributed on YouTube and other social platforms, Fullscreen Family is a jointly-created video network that will feature the world's largest family-focused collection of brand-safe channels for third-party advertisers. Through the partnership, Mattel will increase the amount of premium kids and family content by 61 percent and reach an estimated 800 million monthly video viewers.
By convening the Hot Wheels digital content innovation team, the companies will revolutionize the future of kids and family entertainment on video and social platforms and reach nearly 10 billion views annually. This partnership allows Fullscreen's most active content creators to leverage Hot Wheels' iconography to create even more content for the brands engaged, online fans.
"We couldn't be more proud to take our creative partnership to the next level with Mattel and Hot Wheels, one of the world's most loved brands," said Pete Stein, General Manager, Fullscreen. "This fully-integrated effort will entertain and inspire a new generation of families, and provide unique advertising opportunities on the largest family-focused, brand-safe network in the world."
Hot Wheels is a remarkably sharable brand that is focused on developing content that brings to life experimentation, competition and creativity. In 2016, YouTube content was the greatest driver of incremental Hot Wheels growth.
Mattel is a global learning, development and play company that inspires the next generation of kids to shape a brighter tomorrow. Through our portfolio of iconic consumer brands, including American Girl®, Barbie®, Fisher-Price®, Hot Wheels® and Thomas & Friends™, we create systems of play, content and experiences that help kids unlock their full potential. Mattel also creates inspiring and innovative products in collaboration with leading entertainment and technology companies as well as other partners. With a global workforce of approximately 32,000 people, Mattel operates in 40 countries and territories and sells products in more than 150 nations. Visit us online at www.mattel.com.
Fullscreen is a global leader in social-first entertainment experiences serving creators, brands and consumers. As a leader in branded content and social marketing services, Fullscreen partners with major brands seeking to engage valuable, elusive youth audiences on social platforms through original entertainment, influencer marketing, multi-platform social content and targeted media through the Fullscreen Media Network. Serving a broad range of clients from offices in Los Angeles, New York, Chicago, and Atlanta, Fullscreen's rapidly growing brand marketing teams are defining the future of social-first, content-driven marketing.