Advertising Industry
Industry: Email Alert RSS FeedCOMING OF MARKETING AGE.(News)(Mattel Brands)
Advertising Age, September, 2004
Ad Age's Jack Neff offers a report from the lines of branded entertainment as Mattel targets his 8-year-old daughter. The company has found a way to get around FCC barriers regulating children's TV.
Mattel, an early pioneer of content integration, is now circumventing broadcast restrictions on children's fare with DVD and Web site-based branded entertainment.
Barbie's sales have been thinner than her waist lately, and Mattel's broader fashion-doll business is just as puny. But salvation may come in the form of what landed in my mailbox two weeks ago, addressed to my 8-year-old daughter, Leah.
A DVD mailing for My Scene "Masquerade Madness'' features a 23-minute animated feature with a sophisticated and hiply drawn Barbie and friends. The DVD...
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