Mattel Aligns with StartApp for Digital Brand Extensions

NEW YORK: The mobile technologies company StartApp has entered into a partnership with Mattel to develop digital experiences for a number of Mattel’s iconic brands, including Barbie and Hot Wheels.

As part of the multiyear agreement, StartApp will create digital stickers, emojis, wallpapers, GIFs, mobile app themes, avatars, memes and related apps for a number of Mattel’s global consumer brands. This includes the iconic Barbie brand.

“We are exceptionally excited to join forces with Mattel to help them reimagine their iconic brands for today’s world,” said Gil Dudkiewicz, StartApp’s co-founder and CEO. “Through this partnership, we will draw upon our extensive experience in the mobile industry to expand on Mattel’s efforts to bring their brands to a new and exponentially more connected generation.”