News

Arby's, Tasti D-Lite partner with Mattel Games

September 18, 2011

Arby's has been named as one of a handful of new national promotional partners with Mattel Games. The partnerships were secured by Mattel's new AOR, Allied Integrated Marketing.

Other brands in the lineup include Stouffer's, Tyson Foods, Post Alpha-Bits, MaMa Rosa's refrigerated pizza, Langers and Pik-Nik Shoestring Potatoes.

Mattel's portfolio includes UNO, Magic 8 Ball, Rock'Em Sock'Em Robots, Whac-A-Mole and Othello, as well as new brands such as Apples to Apples, Mad Gab, Imaginiff and Loopz.

"Our strategy was to secure promotional programs to ensure an ongoing, year-round marketplace presence for Mattel Games through mass media, on-pack, retail, print, radio and social media efforts," stated Erin Corbett, senior vice president, Strategic Marketing & Branded Entertainment, Allied Integrated Marketing. "At the same time, we focused on clever regional marketplace approaches by teaming with partners who share similar personalities with Mattel Games."

In the latter category, partners include Edible Arrangements fresh fruit bouquets and frozen dessert chain Tasti D-Lite.

Corbett said product placement deals and specific promotional programs will be announced soon.

"These alliances speak volumes about how Mattel's family of best-selling brands is truly a fit with consumers of all ages and interests," she added.

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