Mattel and pocket.watch have inked a deal that grants pocket.watch exclusive rights to sell advertising inventory for more than 90 Mattel-branded YouTube channels, including Barbie, Hot Wheels, and American Girl.
“As pocket.watch works with the biggest kid-creators on the planet, we recognize that brands like Barbie, Thomas & Friends, and other Mattel [intellectual property] IP have some of the largest and most dedicated fan bases all around the world,” says Julia Moonves, Senior Vice President for Advertising Sales & Brand Partnerships at pocket.watch. “As more and more content floods onto digital platforms every day, being able to curate premium inventory for our advertising partners that is both safe and engaging for kids and the creators we work with is key, and the Mattel brands provide just that.”
Pocket.watch is one of the few companies that YouTube has authorized to sell content compliant with the Children’s Online Privacy Protection Act (COPPA). Now, clock.work, pocket.watch’s advertising sales and partnerships division, can offer contextual targeting directly to official Mattel YouTube content.
“We take great care in developing scaled audiences across Mattel’s leading YouTube channels,” says Jason Horowitz, Global Head of Marketing and Media at Mattel. “We are excited to further expand on our ongoing partnership with pocket.watch, a company who is truly a trusted partner in kids’ media space, and who reinforces the extensive value we’re able to bring to advertisers by utilizing YouTube as a content platform.”
Mattel and pocket.watch have been partnered since 2018 through media campaigns and influencer content.
