Mattel Partners for Brand-Safe Video Network

The agreement will see the toy company increase the service’s premium kids and family content as well as assist in expanding the network’s reach.

NORTH AMERICA–Mattel has teamed up with Fullscreen, a youth media company, to launch the brand-safe video network Fullscreen Family as well as the Hot Wheels digital content innovation team.

Distributed on YouTube and other social platforms, Fullscreen Family is a jointly-developed video network that will feature a collection of family-focused and brand-safe channels for third-party advertisers. Through the agreement, Mattel will increase the amount of premium kids and family content by 61 percent as well as expand the network’s reach to approximately 800 million monthly views.

Meanwhile, the Hot Wheels digital content innovation team will aim to transform the future of kids and family entertainment on both social and video platforms. The partnership also allows Fullscreen’s most active content creators to leverage Hot Wheels’ iconography to create more content for the brands online fans.

Additionally, Mattel will work to develop deeper relationship with online influencers in the kids and family space to further extend its reach and engagement.

"Mattel is constantly looking for new ways to innovate our brand storytelling on digital platforms," says Richard Dickson, president and chief operating officer, Mattel. "We're excited to be working with our long-time partner Fullscreen on this initiative, as their industry-leading work across social and video platforms will allow us to deepen content tailored specifically to these audiences at a great velocity, enabling the brand to further engage existing and new fans."