Mattel Taps Creative Artists Agency for Entertainment Marketing Efforts
February 5, 2008

The World’s Leading Toy Company Partners with CAA Marketing to Identify and Create Opportunities Across a Variety of Entertainment Platforms for its Rich Library of Brands


EL SEGUNDO, Calif.–(BUSINESS WIRE)–Mattel, Inc. (NYSE:MATNews) (, the worldwide leader in toys/family products and well-known as the premier marketer to kids, has signed with Creative Artists Agency (CAA), the worlds leading entertainment and sports agency, to develop entertainment-based marketing programs that build upon the companys 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 Mattels extensive library of rich intellectual properties. The partnership is right in line with Mattels 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 companys 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 entertainments key decision-makers, and equally as important, early insight into popular culture, as well as relationships with the worlds 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. Were 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.” 


About CAA Marketing

In todays fragmented media landscape, CAA Marketing couples its vast entertainment insights with its marketing expertise to develop dynamic Strategic Content content which serves a strategic marketing objective. CAA brand agents are a team of professional marketing strategists who work with colleagues across the agency to offer corporate clients innovative and relevant marketing initiatives, relationships and unique access to entertainment and medias key decision-makers, insight into consumer trends, and relationships with the worlds most creative and successful artists. CAA Marketing works on behalf of such clients as Coca-Cola, eBay, Harley Davidson, and Sprint, among others.

Creative Artists Agency represents the most creative and successful professionals working in film, television, music, theatre, video games, and sports, and provides a range of strategic marketing services to corporate clients. CAA has an equity relationship with SS+K, a strategic communications firm. In addition, The Intelligence Group, a market research and trend forecasting company, is a division of CAA.

About Mattel

Mattel, Inc., (NYSE:MATNews) ( is the worldwide leader in the design, manufacture and marketing of toys and family products, including Barbie®, the most popular fashion doll ever introduced. The Mattel family of toys and games is comprised of such best-selling brands as Hot Wheels®, Matchbox®, American Girl®, and Fisher-Price®, which also includes Little People®, Rescue Heroes, Power Wheels®, as well as a wide array of entertainment-inspired toy lines. With worldwide headquarters in El Segundo, Calif., Mattel employs more than 25,000 people in 36 countries and sells products in more than 150 nations throughout the world. The Mattel vision is to be the world’s premier toy brands — today and tomorrow.



Daniel Pickett
Daniel “Julius Marx” Pickett has been around toys his whole life. The first line he ever collected was Mego’s World’s Greatest Super Heroes line back in the 70s. He has been surrounded by collectables ever since. In 1999 he was confounded by a lack of information and news about some of his favorite toy lines he was collecting. Since he couldn’t find the information he decided to pursue it himself thinking other people might also be interested in the same news. He started writing a weekly column on the toy industry and action figure for a toy news site and in a years time he tripled the sites daily traffic with his updates, reviews and product features. He built relationships with every major toy manufacturer and many sculptors, painters and mold makers. He grew his hobby into a world wide expertise that the industry has embraced. In 2004 he teamed up with his toy buddy Jason “ToyOtter” Geyer and they created their own website Daniel has been quoted in both industry and mass media press outlets. Over the years Daniel and AFi have been sought out as experts in the field. Daniel was regularly featured on “Attack of the Show” on the G4 network as the primary contributor to their “Mint On Card” segment, and our front page has been linked to from USA Today’s “Pop Candy” Blog twice. Daniel’s content has also been featured on,, The Wall Street Journal, The Saturday Evening Post,,,, Boing-Boing,, Ain’t It Cool News, the Official Star Wars blog, Geekologie, G4, CNet and Toy Fare magazine, among many others. He has consulted on toy lines, books, documentaries and TV shows. But all of that really just sounds snooty and “tootin’ his own horn” – the long and short of it is that Daniel loves toys and he LOVES talking about them.
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