New York-based mobile tech company StartApp is collaborating with Mattel to develop digital experiences for brands like Barbie and Hot Wheels. Under the multi-year agreement, StartApp will act as Mattel’s premier licensee to create digital stickers, emojis, wallpapers, GIFs, mobile app themes, avatars, memes and related apps.

Mattel, whose portfolio of global consumer brands includes American Girl, Barbie, Fisher-Price, Hot Wheels, Monster High and Thomas & Friends, has made significant strides in the digital world this year, most  recently partnering with L.A.-based cloud rendering company OTOY to kick off a Batman VR experience.

Additionally, Mattel acquired tablet-maker Fuhu earlier this year, the fruits of which have resulted in the launch of three standalone Barbie, Hot Wheels and American Girls tablets.

StartApp partners with more than 280,000 applications and works with a database of more than 1.5 billion mobiles users worldwide.