Mattel, Tongal strike multi-year content deal

Mattel will tap Tongal’s universe of 120,000 storytellers to produce premium original content for brands like American Girl and Hot Wheels.
October 26, 2016

On the strength of its previous collaborations with Tongal, Mattel Creations has formed a new multi-year content partnership with the Santa Monica-based talent-sourcing platform.

The agreement sees Mattel tap Tongal’s universe of more than 120,000 storytellers, directors and animators to produce premium original content for digital and linear channels, and develop stories based on Mattel’s iconic brands.

A behind-the-scenes special based on Amazon’s new original movie An American Girl Story—Melody 1963: Love Has to Win is the first project to launch under the new deal. The special will premiere on Amazon Prime Video next month.

Tongal will also provide marketplace insights to help guide Mattel’s cross-platform digital content strategy. For instance, marketing content including TV spots, digital ads and social media posts that promote Mattel’s properties will be offered.

Since first partnering with Mattel more than six years ago, Tongal has worked with more than 10 of the toymaker’s brands including Thomas & Friends, Hot Wheels and Monster High.

The new relationship comes after Mattel saw American Girl sales rise 14% to US$125.5 million in Q3 2016.

About The Author
Jeremy is the Features Editor of Kidscreen specializing in the content production, broadcasting and distribution aspects of the global children's entertainment industry. Contact Jeremy at


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