Mattel has hired Creative Artists Agency (CAA) - one of the world's leading entertainment and sports agencies - to develop entertainment-based marketing programmes for its toy brands.
CAA Marketing will identify and create opportunities across a variety of platforms - from movies, digital media and music, to video games, TV and beyond - for the likes of Barbie, Hot Wheels, Fisher-Price, Masters of the Universe, Max Steel, UNO and Polly Pocket.
"Partnering with CAA Marketing is the next chapter for us in the evolution of our entertainment strategy," Richard Dickson, SVP of marketing, media and entertainment at Mattel, was quoted as saying on Animation World Network.
"It will give us unique access to entertainment's key decision makers and equally as important, early insight into popular culture, as well as relationships with the world's most create talent.
"CAA Marketing understands brand building and we are excited to be working with them to further extend our portfolio of brands and bring our entertainment strategy to life."