Mattel Inc is partnering with 5-Minute Crafts to give Barbie something to do during the quarantine.
With many consumers still contending with some degree of pandemic-inspired social isolating. Mattel recognized that demand for DIY and craft content continues to increase exponentially, especially since many summer camps for kids are closed.
A DIY-style YouTube channel, 5-Minute Crafts was launched in 2016 by TheSoul Publishing. As of July 2020, it is the fifth most-subscribed channel on the platform with more than 100M subscribers and over 100 million followers on Facebook.
The collaboration includes the launch of DIY videos focused on a variety of family-friendly crafts and at-home activities celebrating camping, sports and fashion.
The first video highlights tips to enhance Barbie’s Dreamhouse and premiered recently on Barbie's official YouTube channel. It had nearly a half million views in just few days. It also appears on the 5-Minute Crafts' YouTube Channel.
The response has been positive, with Barbie’s 5-Minute Crafts quickly becoming some of highest performing content on the channel, says Isaac Quiroga, vice president of digital engagement, Mattel.
“As Barbie is the number one girls’ brand on YouTube, we are always looking for ways to further engage our fans in the digital space, especially during this time when parents are looking for inspiration to create at home,” Quiroga tells Marketing Daily.
The videos have been localized in 12 different languages.
Multiple pieces of content were shared across the YouTube channels of Barbie and 5-Minute Crafts allowing for audiences to simultaneously interact with each brand, says Jonathan Kowalski, head of brand partnerships, TheSoul Publishing.
“To Mattel's credit, they recognized both the value of 5-Minute Crafts' reach and the creative integration options around our engaging DIY content," Kowalski tells Marketing Daily.