Mattel Ties Up with Fullscreen for Video Network


Mattel is collaborating with Fullscreen to launch Fullscreen Family, a family-friendly network of brand-safe channels, as well as the Hot Wheels digital content innovation team.

Fullscreen Family is being distributed on YouTube and other social platforms. Through the pact, Mattel will increase the amount of premium kids’ and family content by 61 percent to reach approximately 800 million video viewers each month. Mattel will also strengthen its relationships with leading influencers in the kids’ and family space. With the innovation team, Fullscreen’s content creators will be able to use Hot Wheels’ iconography to create even more content for the brand’s online fans.

“Mattel is constantly looking for new ways to innovate our brand storytelling on digital platforms,” said Richard Dickson, the president and COO of 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.”

“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,” added Pete Stein, the general manager of 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.”