Mattel are one of the world’s leading toy producers, and own IPs including heritage clasics such as Thomas the Tank Engine, Fireman Sam and Bob the Builder.
Bob the Builder was re-launching as a CGI animation. Research was required support a global launch across traditional TV channels, digital platforms and consumer products.
A mixed qualitative and quantitative methodology was employed to firstly identify priority audiences by their content needs across platforms and secondly to test and optimise content in the Dubit PlayLab.
An internal report to support the decisions on how to expand reach across digital and traditional channels, plus a marketing strategy. This was supported by external reports to co-present at Kidscreen and present to current and future partners.