Consulting Producer & Partnership Supervisor for special to celebrate the 50th anniversary of the most popular -- and disruptive -- toy in the world, Hot Wheels. Produced by BobCat Studios and distributed on History Channel in the US and subsidiaries globally.
In anticipation of the launch/re-branding of a Hot Wheels play-set line, I developed a content strategy anchored in the intuitive storytelling nature of the toy. In partnership with the Mattel Content Development team, we crafted a narrative foundation for Hot Wheels and then teamed up with Fullscreen to produce this fun stop-motion series. In addition, Fullscreen developed a year-long program with my strategy at its core for all Hot Wheels YouTube content.
In support of our licensed partnerships with brands like Warner Bros (DC Superheroes)., WWE, Universal (Jurassic World), Microsoft (Minecraft) we launched a themed channel on YouTube. The goals were to fuel fandom for popular brands, showcase toy and inspire imaginative play, and build credibility as a curated content destination for action brand toy collectors and fans. I spearheaded the strategy and overall “brand positioning” for the channel launch and growth. The Mattel Action! Channel's lofty purpose is to inspire the heroes of tomorrow through Action, Adventure, and Imagination at Play.
To launch this adorable new fashion doll line celebrating the unbreakable bonds of friendship, I developed a content strategy to tease, introduce, amplify and sustain the narrative foundation created by the Content Development team. Utilizing Short Form content paired with a long-form special that aired on Nickelodeon, the brand took off and is thriving., especially in the EUROMEA region. A full season of animated content will launch in 2018 on YouTube and with select partners around the world.
Pivoting from our traditional broadcast or straight to DVD model, we decided to go back to Monster High's roots and launch fresh content on YouTube. In partnership with YouTube Kids, Monster High Ghoul Squad aired exclusively on the platform. A long-form holiday-themed special premiered on Nickelodeon and was then available immediately on YouTube as a 4-part series connected with a common narrative.