How Mattel Reaches Kids, Teens and Parents in a YouTube and TikTok World

Next in Media

Next in Media spoke with Jason Horowitz SVP US Marketing, Global Head of Media & Digital at Mattel about his long career at the brand, where his purview includes everything from Barbie and Hot Wheels.

Jason talked about how much kids media has changed over the past decade, and how the company navigates media planning, creators, and privacy rules.

Jason also talked about Mattel's unique Fast strategy, and why he's both a marketer and a media planner himself.

Takeaways:

Content is King 👑, Especially for Kids: Mattel focuses on creating engaging content on YouTube to build brand affinity. Think shows, not just ads.

YouTube is a Powerhouse 💪: YouTube is the #1 streaming service for kids. Mattel invests heavily in its own content creation, from strategy to production, to connect with this audience. 📺

Brand Affinity is Key🔑: Mattel uses YouTube to create content that fosters an emotional connection with their brands, driving long-term engagement. 🫶

Balance Paid and Organic ⚖️: Mattel combines paid advertising with organic content on YouTube to maximize reach and effectiveness.

Social Media for Shoppers & Fans 🛒: Mattel uses social platforms to target shoppers and fans, not kids. They focus on authentic content and influencer partnerships to drive engagement and sales. 📣

Influencers are Gold ✨: Partnering with creators for authentic content on social media is a powerful strategy. Mattel collaborates with influencers to create resonant messaging and even boosts their content with paid promotion. 🤝

🎙 Guest: Jason Horowitz
🎤 Host: Mike Shields
📺 Sponsor: ElementalTV
🎬 Producer: FEL Creative