Mattel Expands Into New Digital Format With Popular Brands
While Mattel is no stranger to the big screen — with the recent hit movie "Barbie" still being referenced across the globe — the company has entered into a new digital format via exclusive streaming channels available on Samsung TV Plus.
The company’s Barbie and Friends, Hot Wheels Action, and Mattel Jr. channels will go live this year, featuring content inspired by such brands as American Girl, Barbie, Hot Wheels, Fisher-Price, Masters of the Universe, Matchbox, Monster High, Thomas & Friends, and more.
A First in FAST
In partnership with Samsung, the company’s free ad-supported streaming (FAST) channels will be available on Samsung Smart TVs, Galaxy devices, and on samsungtvplus.com, and will feature Mattel IP-specific kids’ content.
Jason Horowitz, SVP, global head of marketing and media at Mattel, said this is the company’s first endeavor in FAST channels, which it is using to expand its content offerings to deepen relationships with existing Mattel fans and connect with new audiences.
"We always aim to engage our fans in new ways with their favorite Mattel characters and storylines," said Michelle Mendelovitz, global head of Mattel Television Studios. “We are pleased to partner with Samsung TV Plus to advance Mattel’s content strategy and provide audiences with a premium viewing experience."
Mattel’s Growth and Optimization Strategy
Mattel is looking to grow its IP-driven toy business and expand its entertainment offering. However, while Ynon Kreiz said during the latest earnings call that the company is in the strongest financial position it has been in years, Mattel also stated it is pursuing a three-year, $200 million cost-savings initiative by 2026.
Within cost-cutting measures, Mattel is eyeing artificial intelligence to identify further efficiencies. It is also looking at other use cases, including bolstering its analytics and product development and building a team dedicated to the technology.
