MERCADEO Versión en español
Upstairs y Mattel celebrated two years as allies in the development of original short content aimed towards Latin America
5 de febrero de 2015
Claudia Balzer Scott-Hansen de Hit Entertainment, Anabella Sosa de Upstairs y Ana Carlota García de Mattel
In the framework of Natpe 2015, Upstairs and Mattel celebrated their alliance with a breakfast meeting to share with the industry the results achieved in the digital efforts for Latin America, a challenge that the brand started together with Upstairs as a creative ally.”For a two year period we have had creative and commercial relations with Mattel, in everything regarding original production and development for its digital platforms. This time we wanted to share with the industry, the digital challenges we will pose jointly” told PRODU, Anabella Sosa, partner and director of Upstairs.To increase even more the impact of the strategic distribution of its content and leverage its preschool leadership, Mattel announced a new global structure of the content distribution team that will be consolidated under Mattel’s HIT Entertainment division. The team will be in charge of content distribution through all of Mattel’s main brands. Since all the brands are under the same umbrella, the idea is to invest more in favor of creating more content and better quality content, obviously focusing on the best strategy for each brand, pointed out Ana Carlota García, senior Marketing manager for the content distribution of Mattell’s LatAm content.As for Upstairs contribution to this alliance, García added: “Upstairs has been fundamental in creation of this new form of short content, particularly for the use in digital media. Our alliance has been very successful and we expect it to grow more and more,” he ended.
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