Mattel, Inc. has hired the Creative Artists Agency, an entertainment and sports agency, to develop entertainment marketing programs around the company’s popular brands, including Barbie, Hot Wheels, Fisher-Price, Masters of the Universe, Max Steel, Uno and Polly Pocket.

The work will encompass a variety of media such as movies, digital, music, video games and television.

The deal supports Mattel's long-term brand strategy to further expand the presence of its portfolio of brands in the entertainment space.

"Partnering with CAA Marketing is the next chapter for us in the evolution of our entertainment strategy,” Richard Dickson, senior vice president of marketing media and entertainment, for Mattel, said in a statement. “It will give us unique access to entertainment's key decision-makers, and equally as important, early insight into popular culture."

Mattel has already found success developing DVDs for its Barbie brand that are distributed globally by Universal Studios Home Entertainment. The company has also recently partnered with Warner Bros. to develop a live-action re-imagination of He-Man and the Masters of the Universe.

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