Brand Tracker

Welcome to the automated Brand Tracker diaries.

Global

Mattel Partners With Bluey as It Shifts From Toy Maker to Building Fandom

Brand: Mattel

Campaign: Partnership with Bluey

Source: https://www.adweek.com/brand-marketing/mattel-partners-with-bluey-as-it-shifts-from-toy-maker-to-building-fandom/?itm_source=homepage&itm_medium=the-latest-left&itm_campaign=8

Goal: Transition from a toy maker to a brand management company building lifelong fans

Media: Toys, Entertainment, Live Experiences, Digital Experiences

Summary: Mattel has entered a multi-year global licensing partnership with BBC Studios to incorporate characters from the animated series Bluey into five of its major brands. This partnership signifies Mattel's shift from being solely a toy manufacturer to a broader play and entertainment company, emphasizing emotional connections and engagement with fans across various platforms. The initiative is part of a larger strategy to create a franchise ecosystem that integrates toys, entertainment, and live experiences, aiming to foster multigenerational fandom.