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 Mattel's extensive library of rich intellectual properties.

Mattel says that the partnership is right in line with its 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 company's key intellectual properties in the entertainment space.

Mattel senior VP (marketing, media and entertainment) Richard Dickson says, "Partnering with CAA Marketing is the next chapter for us in the evolution of our entertainment strategy. It will give us unique access to entertainment's key decision-makers, and equally as important, early insight into popular culture, as well as relationships with the world's most creative talent.

"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."

Mattel VP of worldwide entertainment, marketing and strategy Barry Waldo says, "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. We're confident that the combination of Mattel and CAA Marketing will truly create a dynamic partnership."