MATTEL / LIVE STREAM SYNDICATION

MATTEL / LIVE STREAM SYNDICATION

Mattel's International Toy Show

Mattel's International Toy Show

Mattel's International Toy Show

Mattel's International Toy Show

Formulating a comprehensive streaming strategy to harness the excitement
of a toy industry event and share it with the world.

Formulating a comprehensive streaming strategy to harness the excitement of
a toy industry event and share it
with the world.

CHALLENGE

How does a visionary toy-maker generate buzz around 20
near-simultaneous product announcements?

How does a visionary toy-maker
generate buzz around 20
near-simultaneous product announcements?

How does a visionary toy-maker generate buzz around 20
near-simultaneous product announcements?

How does a visionary toy-maker generate buzz around 20
near-simultaneous product announcements?

How does a visionary toy-maker generate
buzz
around 20
near-simultaneous product announcements?

During the 2016 American International Toy Fair, Mattel planned to make 20+ product-related announcements in and around the company’s state-of-the-art exhibition booth. Fisher Price's Think & Learn Code-a-Pillar Toy was among the new products introduced, alongside the latest releases from Hot Wheels, Barbie, Teenage Mutant Ninja Turtles, and other beloved lines. Although the fair itself was mostly attended by industry professionals and press, Mattel wanted to ensure this showcase of their beloved brands was seen, shared, and talked about across the digital content ecosystem.

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STRATEGY

To maximize buzz around the announcements, we built an ambitious but agile strategy around live-streamed video. By concepting and planning in advance of the Toy Fair, we mitigated the nerve-wracking unknowns associated with live broadcasts. And by outfitting the booth itself with top-notch techs and producers, we ensured Mattel would have an abundance of high-quality live-streamed video content to share.   

To amplify impact, we also provided post-production on additional video assets to support and promote the lead-up to the live-stream, along with post-event video content designed for syndication across Magnet Media’s Premium Content Syndication Network. 

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RESULT

Utilizing varied storylines and acts—including “unboxing” content, leveraging relevant digital media influencers, product demonstrations, and interviews—Magnet produced a wildly successful live-stream event for Mattel. Our multi-tiered strategy and execution enabled Mattel to capture and share the giddy excitement generated by their announcements.


Mattel subsequently engaged Magnet for dozens of other programs, including bringing Fisher Price to China via mobile videos and creating a YouTube series for American Girl based on their wildly popular book line.

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