Pocket.watch & Mattel Forge Ad Sales Partnership


Pocket.watch has been granted exclusive advertising inventory sales rights to a slew of Mattel’s YouTube brand channels.

There are over 90 channels of the sort, with brands including Barbie, Hot Wheels, American Girl and more. Since 2018, pocket.watch and Mattel have partnered on influencer content and strategic media campaigns.

Historically, Mattel has featured pocket.watch’s network of creators and media capabilities to run large-scale campaigns across YouTube. Pocket.watch’s creator network includes 47 of the top kids and family creators in the world, representing 771 million subscribers and over 500 billion lifetime views.

Julia Moonves, senior VP of advertising sales and brand partnerships at pocket.watch, commented: “We are thrilled to deepen our relationship and further partner with Mattel to maximize value across this beloved IP. As pocket.watch works with the biggest kid-creators on the planet, we recognize that brands like Barbie, Thomas & Friends and other Mattel IP have some of the largest and most dedicated fan bases all around the world.

“As more and more content floods onto digital platforms every day, being able to curate premium inventory for our advertising partners that are both safe and engaging for kids and the creators we work with is key, and the Mattel brands provide just that.”

Jason Horowitz, global head of marketing and media at Mattel, added: “We take great care in developing scaled audiences across Mattel’s leading YouTube channels. We are excited to further expand on our ongoing partnership with pocket.watch, a company that is truly a trusted partner in the kids’ media space and that reinforces the extensive value we’re able to bring to advertisers by utilizing YouTube as a content platform.”