Mattel Hot Wheels Fullscreen Family
Mattel is very active over social media and YouTube with its Hot Wheels brand, and the company plans to build out that work further by partnering with Fullscreen Media, Los Angeles, an agency and content producer of videos that focuses on youth-driven entertainment. Combined, Mattel’s Hot Wheels digital content innovation team and Fullscreen are launching a new video network called Fullscreen Family that will play on YouTube and other social platforms. Fullscreen will have access to the Hot Wheels brand and develop videos for the network, but the Fullscreen Family network will also run safe, family-focused content from third-party advertisers. The partnership expects to increase Mattel’s content by 61% and reach more than 800 million monthly video viewers, according to a media release. Mattel has said that YouTube content is the brand’s greatest driver of incremental growth for the toy car brand.