Toy manufacturer Mattel announced today that it is partnering with Tongal to create a wide variety of video content for brands across its core portfolio, including American Girl, Barbie, Hot Wheels, Monster High and Thomas & Friends. The content will debut on the brands’ respective YouTube channels throughout 2015.
“Working with Tongal, we’ve been able to tap into a new pool of content creators that expand and diversify the kinds of content we can offer to fans,” said Sid Mathur, SVP of strategic development for Mattel, in a statement.
Tongal is a platform that crowdsources from a global community of independent creators that produces TV commercials, digital advertising and original content (including feature films) for advertisers, brands and entertainment companies seeking unique video content. It has worked with clients such ass Anheuser-Busch, Procter & Gamble, Lego, General Mills, Bacardi and NASA on over 1,000 that have received more than 1 billion views.
Mattel’s partnership with Tongal is the latest in a string of efforts by the toymaker to grow its presence in the online video space. In 2014, Mattel entered into a partnership with Amazon Prime to be the main broadcaster and merchandiser of “Fireman Sam” in the U.S. Most recently, it debut a series of shorts for the rebooted “Bob the Builder” series featuring Joanne Froggatt (“Downton Abbey”).