Mattel Creations, Tongal Form Multi-Year Partnership

Mattel LogoMattel Creations entered into a multi-year strategic partnership with Tongal to leverage its network of more than 120,000 creators. The agreement will see the development and production of more content based on Mattel’s library of brands sand new IP. Tongal will serve as a strategic partner, using its platform and marketplace insights to advise Mattel’s digital content strategy across all brands and channels globally. [Read more…]

American Girl Hosts Nationwide Casting Call with Tongal

American Girl is utilizing the creative crowdsourcing platform Tongal, along with a nationwide casting call, to bring its BeForever historical characters to life through short films. From August 14 to August 24, girls ages 8 to 14 and their parents can visit to register and submit audition videos.

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New Thomas the Tank Engine Documentary Debuts on YouTube

An exclusive 30-minute YouTube documentary about Thomas the Tank Engine, Thomas & Friends: 70 Years of Friendship, has debuted in time for Thomas’ 70th anniversary year, on the Thomas & Friends YouTube channel. Mattel produced the documentary with Tongal, and teamed with the crowdsourcing studio to select Mindfruit as the project’s production company.

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COMMENTARY: Toy Companies Are Going to the Crowdsource for Ideas

Quirky,MattellogoWhen it comes to creating great toys, games, or just about anything, it all boils down to the idea. Great things are often borne of flashes of inspiration, and more than ever, we’re seeing toy companies try to tap into the mental spark of their customers.

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TIA Releases Details on PlayCon 2014 Sessions

Digital experts from Google/YouTube, Amazon, RocketHub, and Tongal will present their insights on connecting with 21st century kids and moms, crowdsourcing, and crowdfunding at PlayCon 2014, the Toy Industry Association’s (TIA) International Conference of Play Professionals. The event is scheduled to take place from May 7 to 9 at the Westin Kierland Resort & Spa in Scottsdale, Ariz.

“Growing Up Digital: Creating, Consuming, Connecting” will feature Katie Rottier, head of U.S. industry, sports & toys, at Google/YouTube. “Amazon: Key Customer, Marketing Partner, Platform for Customer Engagement, or All Three,” will be presented by Eva Lorenz, category leader for Amazon’s Toys & Games store. For “Get Out of the Box—Get Into the Crowd!” Brian Meece, CEO of RocketHub, and Caleb Light-Wills, senior vice president of product at Tongal, will provide an in-depth look at crowdsourcing and crowdfunding.

Full agenda details, as well as hotel and registration information, can be found at the TIA website.