Mattel® Expands their Existing Partnership with Fullscreen to Launch Fullscreen Family

The expanded partnership will lead to the launch of Fullscreen Family alongside with Hot Wheels digital content innovation team.


After a successful cooperation between Mattel®, one of the biggest toy making company in the world, and Fullscreen, one of the leading social media entertainment networks in North America since late 2016. Mattel® has announced to work with Fullscreen to launch Fullscreen Family and Hot Wheels digital content innovation team.

“Mattel is constantly looking for new ways to innovate our brand storytelling on digital platforms,” said Richard Dickson, President and COO, Mattel. “We’re excited to be working with our long-time partner Fullscreen on this initiative, as their industry-leading work across social and video platforms will allow us to deepen content tailored specifically to these audiences at a great velocity, enabling the brand to further engage existing and new fans. 

Fullscreen Family aims to create the world’s largest family-focused collection of brand friendly channels for major brands. Through the partnership, Mattel will increase the amount of premium kids and family content by 61 percent and reach an estimated 800 million views monthly.

Also, Mattel-Fullscreen joint-venture is creating the Hot Wheels digital innovation team alongside with Fullscreen Family which allows Mattel to develop deeper relationships with top online influencers in the kids and family space by encouraging influencers to leverage Hot Wheel’ iconography to create content. Ultimately raise brand awareness among the new generation of digital-first consumers across social media platforms. 

“We couldn’t be more proud to take our creative partnership to the next level with Mattel and Hot Wheels, one of the world’s most loved brands,” said Pete Stein, General Manager, Fullscreen. “This fully-integrated effort will entertain and inspire a new generation of families, and provide unique advertising opportunities on the largest family-focused, brand-safe network in the world.”

According to Social Blade, Hot Wheels’ YouTube Channel has been gaining an average of 25k Subscribers and 14 million views each month since November of 2016.


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Mattel® Expands their Existing Partnership with Fullscreen to Launch Fullscreen Family

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