Toy manufacturer and distributor, Mattel, and content companyTongal are bringing an “American Girl” behind the scenes special to Amazon Video in November. It marks the first project the two companies will produce together as part of a multi-year cross-platform deal and one that brings Mattel deeper into the brands-as-studios model.
“Mattel Creations is dedicated to discovering new ways to share creative, captivating stories across all platforms,” Catherine Balsam-Schwaber, Mattel’s Chief Content Officer, said on the announcement.
Together the two companies will co-develop and produce programming based on Mattel’s existing IP as well as new concepts and ideas. Tongal, which has a community of over 120,000 creatives in its roster including writers, directors and animators, will serve as a strategic partner and advisor to Mattel’s content strategy and distribution.
“Mattel has long been a champion for innovation in storytelling, including being one of the earliest adopters of Tongal over six years ago,” said Tongal CEO Rob Salvatore. Tongal has previously worked with Mattel on 10 of its brands including American Girl®, Thomas & Friends® and Hot Wheels®.
“This multi-year deal is an exciting next step in our partnership and reinforces their commitment to creativity. We’re honored to be helping them develop new ways to connect with audiences around the world.”