Mattel Grows Digital Presence in Europe

Appointments will also see the development of two new, localized channels based on “Thomas & Friends.”

Mattel Creations has appointed ProjectFirst and Little Dot Studios to manage its AVOD platforms and grow channel subscribers for its brands in Russia and France, respectively.

First, ProjectFirst, a multi-channel YouTube network, has signed on to manage and grow properties including Barbie, Hot Wheels and Monster High on AVOD content distribution platforms. It will also create a new Russian channel for Mattel’s preschool brand “Thomas & Friends” as well as create localized brand content and oversee community management.

Meanwhile, Little Dot Studios, a distributor of TV content on YouTube, will create and manage a new channel for “Thomas & Friends” in France. The company will also be responsible for building the channel; creating clips, compilations and targeted playlists; and work on content and channel optimization.

“Both these appointments are strategically important to us to help maintain a robust, always-on digital presence in countries where the correct localization of our content will allow us to grow exponentially,” says Alex Godfrey, director, content distribution, home entertainment and new media distribution, Mattel Creations. “ProjectFirst has incredible expertise in kids’ digital content distribution in their region and partnering with them will help us scale-up our channels to share Mattel’s rich content portfolio with even more kids and families in Russia. Equally, Little Dot Studios have the skills and know-how to develop a brand new channel for France in order to make it resonate with local audiences. We are delighted to be working with both of them as partners.”