Real Deal

Mattel, Fullscreen Partner to Launch Video Network, Hot Wheels Digital Content

Mattel announced a partnership with Fullscreen, a next-generation youth media company, to launch Fullscreen Family, a brand-safe video network, and the Hot Wheels digital content innovation team. Through the partnership, the team will focus on creating high-quality content to engage a new generation of digital-first consumers across video and social platforms, fueling an always-on approach for the brand. Additionally, Mattel will develop deeper relationships with the top online influencers in the kids and family space.

Distributed on YouTube and other social platforms, Fullscreen Family is a jointly-created video network that will feature a family-focused collection of brand-safe channels for third-party advertisers. Through the partnership, Mattel will increase the amount of premium kids and family content by 61 percent and reach an estimated 800 million monthly video viewers.
By convening the Hot Wheels digital content innovation team, the companies expect to reach nearly 10 billion views annually. This partnership allows Fullscreen’s most active content creators to leverage Hot Wheels’ iconography to create even more content for the brands online fans. In 2016, YouTube content was the greatest driver of incremental Hot Wheels growth, according to Mattel.

Spin Master Expands Global Reach in China with Alibaba

Spin Master is strengthening its strategic partnership with Alibaba, as part of its international growth strategy.

Spin Master’s Global President and COO Ben Gadbois and several Spin Master executives recently traveled to Shanghai to meet with teams from Alibaba and its online marketplace Tmall. The two teams announced a continued collaboration to further expand the Spin Master brand portfolio in China after leading with a core group of products, including PAW Patrol, Hatchimals, Bunchems, and Sew Cool.

“The market outside of North America represents approximately 70 percent of global toy industry sales,” says Ben Gadbois. “One of our four key growth strategies is to continue to increase International sales by opening new markets, leveraging our current geographic footprint though new channels of distribution, increasing sales with our existing distributors and opening new Spin Master offices.

“China is a key part of our strategy, and we are very pleased with the early success we are having in our flagship stores with Alibaba Tmall. Our key brands are being embraced by the Chinese consumer, and we look forward to continued growth.”

Hasbro, TripAdvisor Launch New The Game of Life Game

Hasbro has teamed with TripAdvisor to add vacations into the classic, The Game of Life game. For the first time in the board game’s 60-year history, players will be encouraged to “take a break” and choose their dream destination with vacation cards inspired by some of TripAdvisor’s top-ranked family destinations and activities. The Game of Life game’s new vacation card options includes a ski trip, a beach day in Punta Cana, hiking the Great Wall of China, and visiting the Eiffel Tower. Knowing travel, like life, can sometimes include twists and turns, Hasbro also threw in a few travel mishaps like a camping failure and a last-minute flight cancellation to add another dimension to gameplay.

The Game of Life game with the vacation updates will be available at most major retailers nationwide and on this month for MSRP $19.99.