Appointments will also see the development of two new, localized channels based on “Thomas & Friends.”
First, ProjectFirst, a multi-channel YouTube network, has signed on to manage and grow properties including Barbie, Hot Wheels and Monster High on AVOD content distribution platforms. It will also create a new Russian channel for Mattel’s preschool brand “Thomas & Friends” as well as create localized brand content and oversee community management.
Meanwhile, Little Dot Studios, a distributor of TV content on YouTube, will create and manage a new channel for “Thomas & Friends” in France. The company will also be responsible for building the channel; creating clips, compilations and targeted playlists; and work on content and channel optimization.
“Both these appointments are strategically important to us to help maintain a robust, always-on digital presence in countries where the correct localization of our content will
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