Mattel on the international stage

During the 2016 American International Toy Fair, Mattel planned to make 20+ product-related announcements. Magnet was there to assist.

At 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. To maximize buzz around the announcements, we built an ambitious but agile strategy around live-streamed video.

Utilizing varied storylines and acts—including “unboxing” content, leveraging relevant digital media influencers, product demonstrations, and interviews—Magnet produced a wildly successful livestream event for Mattel.

Challenge

Mattel is a leading global toy company that wanted to generate buzz around 20 near-simultaneous product announcements during the American International Toy Fair. Although the fair itself is attended by industry professionals and the press, Mattel wanted to ensure their news was seen, shared, and talked about across the digital content ecosystem.

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 brands was seen, shared, and talked about across the digital ecosphere.


Solution

To maximize social buzz around the announcements, Magnet built Mattel an ambitious but agile strategy around live-streamed video. We outfitted Mattel’s state-of-the-art exhibition booth with top-notch techs and producers to capture in-the-moment content and additional video assets. Utilizing varied storylines and acts- including unboxing content, relevant digital media influencers, product demonstrations, and interviews- Magnet produced a wildly successful live-stream event for Mattel. Our multi-tiered strategy, execution, and distribution process enabled Mattel to capture and share the excitement generated by their announcements.

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 additional post-production assets to support and promote the lead-up to the livestream, along with post-event video content designed for syndication across Magnet’s premium content network.

Outcomes & Deliverables

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.

Magnet created a run-of-show for Mattel’s presence at the Toy Fair using 17 segments featuring unboxing, influencers, and more, all live-streamed from the event to give viewers a unique experience. Mattel further engaged Magnet for dozens of other programs involving their top products.

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