News

Mattel signs deal with mega agent CAA

El Segundo, California-based toyco Mattel has inked a deal with Creative Artists Agency, the world's largest entertainment and sports agency, to develop entertainment-based marketing programs for the company's stable of brands.
February 6, 2008

El Segundo, California-based toyco Mattel has inked a deal with Creative Artists Agency, the world’s largest entertainment and sports agency, to develop entertainment-based marketing programs for the company’s stable of brands.

CAA Marketing will identify and create opportunities across a variety of platforms, from movies, digital media and music to video games, television.

The partnership is right in line with Mattel’s long-term brand extension strategy to further grow its broad portfolio of brands and leverage its existing portfolio that includes Barbie, Hot Wheels, Fisher-Price, Masters of the Universe, Max Steel, Uno and Polly Pocket.

About The Author
Gary Rusak is a freelance writer based in Toronto. He has covered the kids entertainment industry for the last decade with a special interest in licensing, retail and consumer products. You can reach him at garyrusak@gmail.com

Menu

Brand Menu