Pocket.watch and Mattel in Strategic Partnership

Pocket.watch and Mattel have launched a partnership granting pocket.watch the exclusive rights to sell advertising inventory across over 90 of Mattel’s popular YouTube brand channels, including Barbie™, Hot Wheels™, and American Girl™. The entertaining content across these channels further elevates these household brands, bringing kids and parents more of what they love. 

In monetizing Mattel’s engaging YouTube inventory and iconic brands, pocket.watch delivers a unique combination of values including child safety expertise, unique monetization capabilities, and a robust execution/operations team. Pocket.watch’s industry-leading advertising sales and partnerships division, clock.work, takes campaigns to market efficiently and effectively. Pocket.watch has proven expertise in kids media safety and Children’s Online Privacy Protection Act (COPPA) compliance. The company remains one of only a small handful of companies that YouTube has granted third-party rights for selling contextually targeted COPPA compliant media directly into both the YouTube main service as well as their YouTube Kids platform. This offering allows advertisers looking to safely reach under 13 audiences to run fully COPPA compliant campaigns across Made For Kids content without fear of user targeting. Clock.work can now offer contextual targeting directly to official Mattel YouTube content from brands like Barbie, Hot Wheels, and Thomas & Friends. 

For over 75 years, Mattel has been committed to inspiring, entertaining and developing children through play. Through its best-in-class digital operations, strategy, programming, and publishing team, Mattel has optimized and transformed its iconic IP into safe, entertaining and award-winning content for kids across YouTube and the wider content ecosystem.

“We are thrilled to deepen our relationship and further partner with Mattel to maximize value across this beloved IP. As pocket.watch works with the biggest kid-creators on the planet, we recognize that brands like Barbie, Thomas & Friends, and other Mattel IP have some of the largest and most dedicated fan bases all around the world,” said Julia Moonves, SVP Advertising Sales & Brand Partnerships at pocket.watch. “As more and more content floods onto digital platforms every day, being able to curate premium inventory for our advertising partners that is both safe and engaging for kids and the creators we work with is key, and the Mattel brands provide just that.” 

This partnership is the next step in a longstanding relationship between pocket.watch and Mattel. Since 2018, the companies have partnered on influencer content and strategic media campaigns, where Mattel features pocket.watch’s network of creators and media capabilities to run large scale campaigns across YouTube. Pocket.watch’s creator network includes 47 of the top kids and family creators in the world, representing 771M subscribers and over 500B lifetime views. 

“We take great care in developing scaled audiences across Mattel’s leading YouTube channels,” said Jason Horowitz, Global Head of Marketing and Media at Mattel. “We are excited to further expand on our ongoing partnership with pocket.watch, a company who is truly a trusted partner in kids’ media space, and who reinforces the extensive value we’re able to bring to advertisers by utilizing YouTube as a content platform.”