Mattel Taps CAA for Entertainment Marketing Initiatives

EL SEGUNDO, February 5:
Toy giant Mattel has appointed Creative Artists Agency (CAA) to develop
entertainment programs for its key brands, including Barbie, Fisher-Price, Masters
of the Universe and Polly Pocket, among others, across film, TV, video game and
other platforms.

CAA Marketing will
identify and create opportunities in film, digital media, music, video games,
TV and other platforms, for brands like Hot Wheels, Fisher-Price, Masters of
the Universe, Max Steel, UNO and Polly Pocket. “Partnering with CAA Marketing
is the next chapter for us in the evolution of our entertainment strategy,”
said Richard
Dickson, the senior VP of marketing, media and entertainment at Mattel. “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. 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.”

Barry Waldo, the VP of
worldwide entertainment marketing and strategy at Mattel, added: “We are always
looking at unique and innovative opportunities to leverage our brands. In fact,
Mattel has been very successful in producing original, quality family
entertainment with our Barbie DVDs, globally distributed by Universal Studios
Home Entertainment, and we have also recently partnered with Warner Bros. to
develop a live-action re-imagination of Mattel's property, He-Man and the
Masters of the Universe. We’re confident that the combination of Mattel and CAA
Marketing will truly create a dynamic partnership.”

—By Mansha Daswani