Mattel Inc. signed with Creative Artists 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, among many others. Creative Artists Marketing will identify and create opportunities across a variety of platforms, from movies, digital media, and music, to video games, television, and beyond, and will help further build brand relevance for Mattel’s library of intellectual properties.

 “At Mattel, we are always looking at unique and innovative opportunities to leverage our brands,” says Barry Waldo, vice president, worldwide entertainment marketing and strategy. “In fact, Mattel has been very successful in producing original, quality family entertainment with our Barbie DVDs, globally distributed by Universal Studios Home Entertainment, and we have also recently partnered with Warner Bros. to develop a live-action re-imagination of Mattel’s property, He-Man and the Masters of the Universe. We’re confident that the combination of Mattel and CAA Marketing will truly create a dynamic partnership.”