Mattel, Inc., a leader in toys/family products has signed with Creative Artists Agency (CAA), to develop entertainment-based marketing programs building on company brands "Barbie", "Hot Wheels", "Fisher-Price", "Masters of the Universe" and "Max Steel".
CAA Marketing will identify/create opportunities across a variety of platforms, from movies, digital media and music, to video games and television."Partnering with CAA Marketing is the next chapter for us in the evolution of our entertainment strategy," said Richard Dickson, Senior VP Marketing, Media and Entertainment, Mattel.
"CAA Marketing understands brand-building and we are excited to be working with them to further extend our portfolio and bring our entertainment strategy to life."
Beyond toys, Mattel produces original, family entertainment with "Barbie" DVDs distributed by Universal Studios Home Entertainment and a recent partnering with Warner Bros. to develop another live-action 're-imagination' of "He-Man and the Masters of the Universe".
Mattel employs more than 25,000 people in 36 countries...
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