Mattel 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.
Under the partnership, Tongal will use its creative community to develop premium original content for digital and linear channels, as well as marketing content including TV spots, digital ads, and social content that promote Mattel’s brands and products.
The first project to be produced under the partnership will be a behind-the-scenes special to complement the Amazon Original Special An American Girl Story—Melody 1963: Love Has to Win. The behind-the-scenes special will premiere on Amazon Prime Video in November.
The partnership builds on previous successful collaborations between the two companies. Tongal has previously worked with over 10 Mattel brands, including American Girl, Thomas & Friends and Hot Wheels, developing and producing appealing, targeted video content that has helped multiply the brands’ YouTube subscriber bases and social followings.
