• by Fern Siegel , September 11, 2023

Mattel, the toy-entertainment giant, and Pocket.watch, a creator of kids content, have launched a partnership granting pocket.watch the exclusive rights to sell ad inventory for 90 of Mattel’s popular YouTube brand channels, including "Barbie," "Hot Wheels," "Thomas & Friends" and "American Girl."

YouTube has granted clock.work third-party rights for selling COPPA (Children's Online Privacy Protection Act) compliant media directly to the YouTube main service and its YouTube Kids platform. That allows advertisers to run compliant campaigns for the under-13 audience.

Julia Moonves, SVP advertising sales-brand partnerships at pocket.watch, said: “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."

The two companies have worked together since 2018, including on influencer content and strategic media campaigns.

Top pocket.watch franchises include "Ryan’s World," "Love, Diana" and "Onyx Monster Mysteries." The company claims its creator network includes 47 of the top kids and family creators in the world, representing 771 million subscribers.