Mattel has announced a partnership with Fullscreen to launch Fullscreen Family, a “brand-safe video network”.
The partners will also create a Hot Wheels-focused digital content innovation team, which will allow Fullscreen’s content creators to use Hot Wheels iconography.
Through Fullscreen Family, the partners will focus on creating content that engages a generation of digital-first consumers across video and social platforms.
Mattel, which owns the Hot Wheels and Thomas & Friends brands, looks to increase the amount of premium kids and family content by more than 60% and reach an estimated 800 million monthly video viewers, through the partnership.
“Mattel is constantly looking for new ways to innovate our brand storytelling on digital platforms,” said Richard Dickson, president and COO at 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.”