Mattel Taps Agencies to Expand Digital Presence of Brands

CANNES: Mattel Creations has appointed ProjectFirst in Russia and Little Dot Studios in France to oversee AVOD platforms and increase channel subscribers for Barbie, Hot Wheels and Monster High, as well as to develop new digital channels for Thomas & Friends.

ProjectFirst, a multi-channel YouTube network, will manage and expand Mattel’s presence on AVOD distribution platforms. It is taking on channel management responsibilities, helping to bolster subs, localize brand content and handle community management. In addition to overseeing existing regional YouTube channels for Mattel content, ProjectFirst will create a brand-new Russian channel for the hit property Thomas & Friends.

Little Dot Studios, which distributes TV programming on YouTube, will create and manage a brand-new channel for Thomas & Friends in France. It will work on building the channel, creating clips, compilations and targeted playlists, and is charged with content and channel optimization as well as collaborating with YouTube Kids to maximize audience growth opportunities.

Alex Godfrey, the director of content distribution, home entertainment and new media distribution at Mattel Creations, commented: “Both these appointments are strategically important to us to help maintain a robust, always-on digital presence in countries where the correct localization 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.”

Vladimir Nabatov, the head of licensing and acquisitions at ProjectFirst, noted: “It’s an honor to partner with Mattel and work with world-class, family-friendly brands like Barbie, Hot Wheels and Thomas & Friends. 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.”

Andy Taylor, the CEO of Little Dot Studios, added: “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.”