Mattel has teamed with the creative content platform, Tongal to create a variety of video content for its hit brands American Girl, Barbie, Hot Wheels and Thomas.
All of the new content is scheduled to debut on each brand’s respective YouTube channel throughout 2015.
The partnership is part o Mattel’s plans to create and deliver content beyond the toy aisle.
One highlight of the Mattel and Tongal collaboration is a 30-minute documentary that celebrates the 70th anniversary of Thomas and Friends in 2015 and depicts its rich history, current success and future.
Titled Thomas and Friends: 70 Years of Friendship, the documentary premiered on YouTube on July 14 and is the first long-form content available on the Thomas and Friends YouTube channel.
Additional productions across the other Mattel brands include American Girl with a series of short fims, Barbie with a roster of music videos, Hot Wheels with a series of YouTube exclusive videos and Monster High, with a three to five minute live-action film.
“In collaborating with Tongal, we’re finding new ways to create and deliver engaging content that take brands like American Girl, Barbie and Hot Wheels beyond the toy aisle to computer and mobile screen and showcase fans’ passion for their favourite childhood brands,” said Sid Mathur, senior vice president, strategic development, Mattel.
“Working with Tongal, we have been able to tap into a new pool of content creators that expand and diversify the kinds of content we can offer to fans.”
James Dejulio, co-founder, president and chief creative officer of Tongal, added: “Mattel has an amazing portfolio of iconic brands, and we’re honoured that they’re giving our community of creators an opportunity to tell stories using the toys that many of them grew up with.
“We’re confident that our passionate group of independent filmmakers will bring these classic characters to life in fresh and exciting ways for the next generation of fans.”