Universal Studios and Mattel today (April 11, 2006) announced an unprecedented, multi-picture, multi-year alliance for worldwide marketing and distribution of feature-length DVDs. This will commence with a new fall release for Mattels hugely successful Barbie Ent. franchise and a first-ever, feature-length movie for the successful Polly Pocket! brand.
An agreement of this magnitude perfectly combines the unparalleled brands of the worlds largest toy manufacturer with the premier marketing and distribution infrastructure of one of the worlds most successful media companies, said Ron Meyer, president/coo of Universal Studios. Given the breadth of Universals film, television, home entertainment and theme parks businesses, this alliance clearly presents compelling opportunities to further expand upon this partnership across additional platforms.
Universal will handle global marketing and distribution of future installments of the popular Barbie Ent. franchise. The seven released, animated BARBIE direct-to-DVDs have collectively sold more than 27 million units worldwide since the inaugural release of Barbie in the Nutcracker in 2001.
Universal and Mattels first global, joint release will be BARBIE IN THE 12 DANCING PRINCESSES, a princess-themed film that features the motion-capture dance movements of the New York City Ballet, for fall 2006. Universal will also handle the worldwide release of Pollyworld, the first-ever feature based on the U.S.s top-selling miniature doll, also scheduled for a fall 2006 release.
Mattel has been very successful at producing original, quality family entertainment, and were confident that marrying the strength of our brands with Universals marketing and distribution muscle will create a powerhouse within the toy and entertainment industries, said Neil Friedman, president of Mattel Brands.
In continuation of our long-term brand extension strategy to partner with the best-in-class, were thrilled to announce this premier alliance with Universal," added Richard Dickson, svp of marketing, media and entertainment, Mattel Brands. "Even more exciting is Universals reach and the prospect of further extending Mattel Brands into additional forms of entertainment from television to theaters to theme parks.
Craig Kornblau, president, Universal Studios Home Ent., said, More than just the worlds top-grossing fashion doll and one of the worlds best-selling small dolls, Barbie and Polly Pocket! are beloved and celebrated brands that uniquely resonate with consumers everywhere. These powerful, preeminent brands are a spectacular complement to Universals expanding portfolio of family franchises and burgeoning DVD Originals strategy.
All seven BARBIE full-length, animated DVD titles have ranked No. 1 on the Nielsen Ent. VideoScan Top Kid Video Charts, including the brands March 2006 release, BARBIE FAIRYTOPIA: MERMAIDIA. Earlier this month, the brands first-ever live touring stage show, Barbie Live in Fairytopia opened and travels to 80 cities across North America through 2007.
In support of the films release, Mattel will launch a complete line of BARBIE IN THE 12 DANCING PRINCESSES toys and licensed products. Marketing support includes TV advertising and promotional ties-ins with the McDonalds Happy Meal program in the U.S. and Canada, as well as a program with Brachs holiday candy.
Celebrating her first time in a feature-length film, Polly Pocket! is Mattels No. 2 girls brand (following Barbie), PollyPocket.com, the official website of the award-winning 16-year-old property, is the fifth-ranked Entertainment-Kids Internet site among girls, 2-1 .
In conjunction with the films release, Mattel will create a dedicated line of PollyWorld branded toys and lifestyle products. The company also will provide extensive marketing support for the property, including multi-million dollar TV advertising and promotional ties-ins, including a McDonalds Happy Meal program in the U.S. and Canada, a Burger King kids program in international territories and a multi-media Nickelodeon sweepstakes, among others.
Pollyworld will get a boost from 50 million consumer impressions via trailers on DVDs of BARBIE FAIRYTOPIA: MERMAIDIA, THE BARBIE DIARIES, BARBIE IN THE 12 DANCING PRINCESSES, NANNY MCPHEE, CURIOUS GEORGE and LAND BEFORE TIME XII: DAY OF THE FLYERS.
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 42 countries and sells products in more than 150 nations throughout the world.
Universal Studios Home Ent. is a unit of Universal Pictures, a division of Universal Studios (www.universalstudios.com). Universal Studios is a part of NBC Universal, one of the world's leading media and entertainment companies in the development, production and marketing of entertainment, news and information to a global audience. Formed in May 2004 through the combining of NBC and Vivendi Universal Ent., NBC Universal owns and operates a valuable portfolio of news and entertainment networks, a premier motion picture company, significant television production operations, a leading television stations group and world-renowned theme parks. NBC Universal is 80%-owned by General Electric, with 20% controlled by Vivendi Universal.
