Mattel, Nickelodeon ink multi-platform content deal

MUMBAI: Innovation is the name of the game! With in-serial promotions catching the fancy of both manufacturers and advertisers alike, Mattel Toys has inked a multi-platform deal with Nickelodeon and MTV India to promote their new brand My Scene.

But the deal isn't limited to just brand placement, it claims to go beyond the traditional advertising and include exclusive programming initiatives and sponsorship.



It is as part of this initiative that Nickelodeon India signed a multi-platform agreement with leading toy manufacturer - Mattel India, which includes original programming as well as rights for Nickelodeon India to air exclusive Mattel programming.

According to the deal signed, Nickelodeon will create a new animated series of vignettes based on Mattel’s recently launched toy line My Scene. The new launch targets girls between the ages of 8 and 12 or "tweens".

Speaking about the deal to, Mattel Toys managing director Sanjay Luthra offered, "We have done similar tie-ups with the channel on a world wide level, so when we were launching the brand in India we decided to talk to Nickelodeon and MTV India. We realise that their brand statement matches the product that we are launching and so does their target audience."

Although he refused to talk about the financial details, when quizzed about the choice of the channel he said, "Agreed that Nickelodeon doesn't get as may eyeballs, but with it going Hindi, we are sure that the viewer base will increase, which will in turn help to popularise our product."

Mattel has, prior to this, also worked out a similar deal with Cartoon Network. The toy manufacturer, to promote its new 'Swan Lake' Barbie, produced an animation movie Barbie of Swan Lake- that was aired on the channel.

The channel will be airing movies, vignettes, contests to promote the new brand. But the toy manufacturer asserts that it is not just "vanilla" advertising. The deal will create a platform to engage and involve the “tween” girls (8-12 years) and giving them what is "with it " for them, they insist.

As for the programming component- My Scene- Jammin in Jamaica, Nickelodeon will air the programme exclusively on 20 May 2004 at 2:30 pm. My Scene is an animated feature film on a DVD format based on characters Barbie, Madison, Chelsea, Nolee and Delancey from California.

The movie is aimed at bringing alive the group experience of the real world, with the dolls as a means to participate in teen aspirations. The My Scene dolls are new tween-targeted fashion dolls who are cool, chic like big city girls. The channel will hold exclusive TV rights for the airing.

Besides that, the Jammin’ in Jamaica music video will also air on Nickelodeon’s music vignette platform DJ Nick, as a build-up towards the movie. The partnership also includes sponsorship of vignettes called In the Closet, which are a sneak-peek into celebrity wardrobes and will air on MTV and Nickelodeon.

That apart, a watch-and-win contest is tied around the movie where the young participants will be asked to name the four main characters in the movie My Scene. Four lucky winners will be chosen to join VJ Shehnaz Treasurywala on her popular show MTV Most Wanted.

Interestingly, Shehnaz recently participated in the My Scene on-ground launch, will also gives out free My Scene dolls on the show.

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