Mattel LogoMattel Inc. partnered with Fullscreen 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 content to engage a new generation of online consumers across video and social platforms. Additionally, Mattel will develop stronger relationships with online influencers in the kids and family space.

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 organizing the Hot Wheels digital content innovation team, the companies will revolutionize the future of kids and family entertainment on video and social platforms. This partnership allows Fullscreen’s content creators to use Hot Wheels’ iconography to create more content for the brand. Last year, YouTube content was the strongest driver of incremental Hot Wheels growth.