Mattel has signed with Creative Artists Agency (CAA), the world's leading entertainment and sports agency, to develop entertainment-based marketing programs that build upon the company's toy brands, including Barbie, Hot Wheels, Fisher-Price, Masters of the Universe, Max Steel, UNO, and Polly Pocket. CAA Marketing will identify and create opportunities across a variety of platforms, from movies, digital media, and music, to videogames, television, and beyond, and will help further build brand relevance for Mattel's extensive library of rich intellectual properties.
"Partnering with CAA Marketing is the next chapter for us in the evolution of our entertainment strategy. 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," said Richard Dickson, SVP of Marketing, Media and Entertainment, Mattel. "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."
Mattel Inc. (www.mattel.com) is the worldwide leader in the design, manufacture and marketing of toys and family products. With worldwide headquarters in El Segundo, California, Mattel employs more than 25,000 people in 36 countries and sells products in more than 150 nations throughout the world.