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.
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