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Mattel Toys crafts 360-degree approach with entertainment properties

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Mattel Toys crafts 360-degree approach with entertainment properties

Mattel Toys India, the market leader in fashion dolls with Barbie, vehicles with Hot Wheels and in the infant and pre-school space with Fisher Price, is aiming to dominate the entertainment space linked to toys too.

The company is taking a 360-degree media approach to launch new collections of its brands. This involves creation of entertainment properties (movies and music videos), and then bringing in the world of fantasy and role-play alive for kids across India by launching a complete product range that represent all aspects of the property.

Nanette D’Sa, VP-Marketing, Mattel Toys India, said, “Entertainment needs to be experiential and hence we are taking the 360 degree approach – the multiple touch points and the multi dimensional program help bring the world of Barbie alive in a way that enriches the experience. The impact therefore, is much stronger and makes the kid feel really special.”

Mattel’s movie ‘Barbie and the Magic of Pegasus’ is the sixth Barbie Princess fairytale. Launched in early October, it is the first Barbie blockbuster to have special 3D sections in the DVD. The movie unfolds into a magical setting that brings alive the world of fantasy for little girls. The film allows girls to experience a princess tale through characters and music they can relate to.

“Girls can experience the high quality animation with special 3D glasses which will bring alive the magical world of Barbie. After the television launch the Hindi and English versions, ‘Barbie and the Magic of Pegasus’ will be released on VCDs and DVDs through Saregama India (exclusive licensee for Universal Pictures International) for Mattel Toys,” explained D’Sa.

The movie also has a special music video, adding to the entertainment value. ‘Hope has wings’ supports the movie’s main theme and is a mix of animation from the movie and live action that stars Akriti. It clearly depicts Barbie’s theme of how hope and love are all you need to make anything possible. Barbie and The “Magic of Pegasus” therefore aim to talk to young girls about self-discovery, hope and the strength of love and friendship, as its core message.

D’Sa added, “The lyrics have been written in Hindi in a manner that will connect with every little Barbie fan across the country. The song is beautifully written with a catchy tune, something you will find all girls humming.”

To promote the movie, Mattel has also launched its new Barbie collection also called ‘Barbie and the Magic of Pegasus’ that has all the interesting characters of Barbie’s sixth blockbuster. The range is supported with a media campaign on air, and there are several activities lined up including unique displays at retail. The toy product is being extended to other categories like interactive and publishing.

On Mattel’s marketing strategy, the spokesperson said, “The need to create a Barbie movie to involve a little girl is done with a view to make the experience special. Content is the cornerstone of the program that is then extended into retail promotions, on air contests, visual merchandising, point of sale materials and PR programs.”

To delight children, there are several movies lined up for the coming year that will be supported by music to further promote the film. Citing that entertainment has been a key driver for the business, D’Sa underlined the dual advantage of ‘sales in the short term and brand building over the medium and long term’ that can be achieved.

“The year ahead is going to see even more activity for the movies as well as the programs”, said D’Sa - which means more movies for little girls to watch with their Barbie dolls by their side!


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