Continuing with its marketing strategy of connecting with kids through a 360-degree approach, Mattel Toys India Pvt Ltd has stepped into a whole new world of mobile content for the immensely popular Barbie.
Mattel and Rajshri Media Pvt Ltd, a producer of quality content for broadband and wireless telecom medium, recently entered a strategic partnership to present Barbie's debut into mobile content with her sixth and the most successful entertainment property, 'Barbie and the Magic of Pegasus'.
Taking cue from the growing trend of reaching out to consumers through customised mobile content, the two companies joined hands to capitalise the kids' segment through this fairly nascent but unique medium of 'experiential brand building with the consumer'.
Speaking on this initiative, Rajat Barjatya, Executive Director, Rajshri Media, said, "With 65 million mobile subscribers in India, a market that is growing at an astonishing pace of three million per month, the mobile phone is fast becoming a very important touchpoint with consumers. The mobile phone is a communication, entertainment and lifestyle device, all rolled into one."
Speaking on Barbie's latest experiential marketing initiative, Sanjay Luthra, MD, Mattel Toys, said, "'Barbie and the Magic of Pegasus' was one of the biggest Barbie launches this year. The movie launch had many firsts like a Hindi music video to support the same, products such as range of dolls, toys, movie VCD/DVD, and sleepwear to support the movie. We now are introducing mobile content that little girls can access."
Mobile content for 'Barbie and the Magic of Pegasus' will be available in various formats – SMS tones, ring tones and caller tunes. One can also download Barbie wallpapers, screensavers and watch her latest video – 'Hope has wings'. All these will be distributed through major cellular and telecom operators like Hutch, Idea, MTNL, BSNL, Tata, Spice, Indiatimes and Mauj.