Mattel, Inc., the worldwide leader in toys/family products and well-known as the premier marketer to kids, has signed with Creative Artists Agency (CAA), the world's leading entertainment and sports agency, to develop entertainment-based marketing programs that build upon the company's legendary toy brands, including Barbie, Hot Wheels, Fisher-Price, Masters of the Universe, Max Steel, UNO, and Polly Pocket, among many other popular toy brands. CAA Marketing will identify and create opportunities across a variety of platforms, from movies, digital media, and music, to video games, television, and beyond, and will help further build brand relevance for Mattel's extensive library of rich intellectual properties. The partnership is right in line with Mattel's long-term brand extension strategy to further expand its broad portfolio of brands and leverage the success it has already experienced with some of the company's key intellectual properties in the entertainment space.

"Partnering with CAA Marketing is the next chapter for us in the evolution of our entertainment strategy. It will give us unique access to entertainment's key decision-makers, and equally as important, early insight into popular culture, as well as relationships with the world's most creative talent," said Richard Dickson, Senior Vice President of Marketing, Media and Entertainment, Mattel. "CAA Marketing understands brand-building and we are excited to be working with them to further extend our portfolio of brands and bring our entertainment strategy to life."

Added Barry Waldo, Vice President, Worldwide Entertainment Marketing and Strategy, Mattel, "At Mattel, we are always looking at unique and innovative opportunities to leverage our brands. In fact, Mattel has been very successful in producing original, quality family entertainment with our Barbie DVDs, globally distributed by Universal Studios Home Entertainment, and we have also recently partnered with Warner Bros. to develop a live-action re-imagination of Mattel's property, He-Man and the Masters of the Universe. We're confident that the combination of Mattel and CAA Marketing will truly create a dynamic partnership."

"Mattel is home to the most beloved and popular toy brands, those that have enriched lives for generations," said Lenny Stern, head of CAA Marketing. "We are proud to work with the No. 1 toy company to create rich experiences that will further immerse their fans into their robust and celebrated brands."