Mattel Creations bolsters YouTube activity

Agencies for Russia and France appointed to accelerate growth of iconic Mattel brands on the streaming site

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Posted 29.03.2017 | Entertainment

Mattel Creations bolsters YouTube activity thumbnail
Mattel Creations has appointed ProjectFirst and Little Dot Studios in Russia and France respectively, to manage ad-supported video on demand (AVOD) platforms and grow channel subscribers for Mattel’s iconic brands. Barbie, Hot Wheels, Monster High will all see activity aimed at growing the brands’ respective channels, while new digital channels will be cultivated for Thomas & Friends.  

Alex Godfrey, Director Content Distribution, Home Entertainment & New Media Distribution, Mattel Creations, said: “Both these appointments are strategically important to us to help maintain a robust, always-on digital presence in countries where the correct localisation of our content will allow us to grow exponentially. 

ProjectFirst has incredible expertise in kids’ digital content distribution in their region and partnering with them will help us scale-up our channels to share Mattel’s rich content portfolio with even more kids and families in Russia. Equally, Little Dot Studios have the skills and know-how to develop a brand new channel for France in order to make it resonate with local audiences. We are delighted to be working with both of them as partners”.

ProjectFirst, a multi-channel YouTube network that creates, distributes and promotes family-friendly content in multiple languages, will manage and grow Mattel’s presence on AVOD content distribution platforms. It will assume channel management responsibilities, helping to grow channel subscribers, localizing brand content and overseeing community management. In addition to managing existing regional YouTube channels for Mattel content, ProjectFirst will also create a brand new Russian channel for Mattel’s globally renowned preschool brand, Thomas & Friends, which is enjoying double-digit growth in the last year.

“It’s an honour to partner with Mattel and work with world-class, family-friendly brands like Barbie, Hot Wheels, and Thomas & Friends,” said Vladimir Nabatov, Head of Licensing & Acquisitions, ProjectFirst. “We look forward to working with Mattel to successfully create greater engagement and to build and grow a family audience in Russia on their channels.”

Little Dot Studios, the biggest distributor of television content on YouTube, will create and manage a brand new channel for Thomas & Friends in France. The agency will be tasked with building the channel, creating clips, compilations and targeted playlists and working on content and channel optimisation, as well as working closely with YouTube Kids to maximise opportunities for audience growth.

Andy Taylor, CEO, Little Dot Studios, said: “We’re delighted to be working with a brand as dearly loved as Thomas & Friends and are looking forward to partnering with Mattel and YouTube to grow the brand on the platform, really engaging French kids and families with this iconic show.”
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