Mattel Creations and Tongal Form Strategic Multi-Year Partnership to Develop Cross-Platform Content

EL SEGUNDO, Calif., Oct. 26, 2016 /PRNewswire/ -- Mattel Creations, Mattel, Inc.'s centralized content division today announced that it has entered into a multi-year strategic partnership with Tongal to leverage its network of more than 120,000 creators. The agreement will see the development and production of an amplified slate of content based on Mattel's library of iconic brands, as well as new IP. On top of producing content, Tongal will serve as a strategic partner, using its platform and marketplace insights to advise Mattel's digital content strategy across all brands and channels globally. The announcement was made today by Catherine Balsam-Schwaber, Mattel's Chief Content Officer, and Tongal CEO Rob Salvatore.

Under the partnership, Tongal will utilize its creative community to develop premium original content for digital and linear channels, as well as marketing content including TV spots, digital ads and social content that promote Mattel's brands and products. The deal significantly enhances Mattel Creation's content capabilities and digital offerings, both in breadth and depth, by tapping into Tongal's global network of writers, directors, and animators.

"Mattel Creations is dedicated to discovering new ways to share creative, captivating stories across all platforms. Our partnership with Tongal and its robust network of creators will enable us to build out an innovative, scalable offering of content for all channels and markets around the world," said Balsam-Schwaber. "Tongal is re-defining the content model and we look forward to working closely with their team to further our brand strategies and build our storytelling platform."

"Mattel has long been a champion for innovation in storytelling, including being one of the earliest adopters of Tongal over six years ago," said Salvatore. "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."

The first project to be produced under the partnership will be a behind-the-scenes special to complement the Amazon Original Special An American Girl Story—Melody 1963: Love Has to Win. The behind-the-scenes special will premiere on Amazon Prime Video in November.

The partnership builds on previous successful collaborations between the two companies. Tongal has previously worked with over 10 Mattel brands, including American Girl®, Thomas & Friends® and Hot Wheels®, developing and producing appealing, targeted video content that has helped multiply the brands' YouTube subscriber bases and social followings.

About Mattel
Mattel is a creations company that inspires the wonder of childhood. Our mission is to be the recognized leader in play, learning and development worldwide. Mattel's portfolio of global consumer brands includes American Girl®, Barbie®, Fisher-Price®, Hot Wheels®, Monster High® and Thomas & Friends®, among many others. Mattel also creates a wealth of lines and products made in collaboration with leading entertainment and technology companies. With a global workforce of approximately 31,000 people, Mattel operates in 40 countries and territories and sells products in more than 150 nations. Visit us online at www.mattel.com.  

About Tongal
Tongal is the award-winning creative company that helps brands tell their best stories and engage today's audiences more effectively. The company has pioneered a new model for creating content, powered by a global network of 120,000 professional creatives and a proprietary development platform.

Tongal develops content strategies and produces video people want to see across every platform, including TV commercials, social and digital campaigns, and original entertainment for innovative brands like LEGO, Nestle, Mattel, NASA, Unilever, General Motors and more. The private company is headquartered in Santa Monica and is backed by Insight Venture Partners. More information can be found at www.tongal.com/business.

Contacts:
Amarilis Whitty
Mattel
Tel: +44 (0) 207 554 2518
Email: [email protected]

Paul Pflug / Eva Lu
Principal Communications Group
Tel: 323.658.1555
Email: [email protected] / [email protected]  

Mikey Collard
Method Communications for Tongal
Tel: 801.461.9752
Email: [email protected]

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SOURCE Tongal