Toy Giant Enters the FAST Arena with Family-Friendly Content on Samsung TV Plus
In a strategic partnership announced recently, Mattel, the renowned toy manufacturer, is launching its inaugural trio of Free Ad-Supported Streaming (FAST) channels on Samsung TV Plus, Samsung’s no-cost streaming service. This venture marks a significant expansion into digital formats for Mattel, featuring dedicated channels such as Barbie and Friends, Hot Wheels Action, and Mattel Jr. These channels are expected to begin streaming later this year and will be accessible from Samsung Smart TVs, Galaxy devices, and via the web.
A New Era of Digital Engagement
Mattel’s move into the FAST market underscores the company’s commitment to innovating the way its iconic brands interact with consumers. The channels will host a variety of content spanning several beloved Mattel franchises, including American Girl, Barbie, Hot Wheels, Fisher-Price, and Thomas & Friends, among others. This content will be especially curated for children and family viewing, accessible around the clock on the ‘Kids’ destination of the Samsung TV Plus home screen.
Michelle Mendelovitz, Global Head of Mattel Television Studios, expressed enthusiasm about the partnership, stating, “We are pleased to partner with Samsung TV Plus to advance Mattel’s content strategy and provide audiences with a premium viewing experience.” This sentiment is echoed by Jason Horowitz, SVP and Global Head of Marketing & Media at Mattel, who highlighted the potential to “deepen our relationship with existing Mattel fans and connect with all-new audiences.”
An Expanding Content Universe
Each channel promises a unique thematic experience:
- Barbie and Friends by Mattel will feature fashion, friendship, and adventure as central themes, inviting viewers to join Barbie and her companions in engaging narratives.
- Hot Wheels Action by Mattel offers a mix of high-speed races and fantasy adventures, including interactions with other Mattel heroes like He-Man.
- Mattel Jr. is designed as a preschooler’s gateway to educational and entertaining content, featuring characters from Kipper the Dog to Pingu the Penguin.
The channels aim not just to entertain but to foster imagination and education through well-loved characters and storylines.
Strategic Growth and Market Impact
The launch of these channels is strategically timed with the rising popularity of FAST services, which are increasingly becoming a primary method for families to access entertainment due to the no-cost, subscription-free model. Sarah Nelson Uberto, Head of Business Development, Partnerships at Samsung TV Plus, stated, “Mattel choosing to launch its first FAST channels with Samsung TV Plus is a testament to the service and audiences we have built.”
This initiative is part of a broader shift within the entertainment industry towards digital and streaming services. As competitors like 9 Story Media Group and Sandbox Group start exploring FAST channels, Mattel’s early adoption could set a precedent for how toy companies leverage digital media to enhance brand engagement and reach new audiences. According to industry forecasts, ad revenue for FAST services is expected to soar in the coming years, offering a lucrative platform for both content creators and advertisers.
Mattel’s foray into the FAST market with Samsung TV Plus not only signifies a milestone in digital media strategy but also reiterates the company’s adaptability in a rapidly changing entertainment landscape. This partnership is poised to redefine how families interact with their favorite characters, ensuring that Mattel’s beloved figures are a click away, ready to inspire and entertain the next generation.
Source:
https://corporate.mattel.com/news/mattel-to-bring-three-channels-to-samsung-tv-plus
