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CAA Signs Mattel

LOS ANGELES (CelebrityAccess MediaWire) — Creative Artists Agency has lured another major toy maker, Mattel, to join the agency's roster of clients. Mattel will work with CAA to develop marketing programs for the company's brands, which include Barbie, Hot Wheels, Fisher-Price, Masters of the Universe, Max Steel, UNO, and Polly Pocket among others, with an eye to developing movies, digital media, music, TV and video games based on these brands.

"Partnering with CAA Marketing is the next chapter for us in the evolution of our entertainment strategy. It will give us unique access to entertainment's key decision-makers, and equally as important, early insight into popular culture, as well as relationships with the world's most creative talent," said Richard Dickson, Senior Vice President of Marketing, Media and Entertainment, Mattel. "CAA Marketing understands brand-building and we are excited to be working with them to further extend our portfolio of brands and bring our entertainment strategy to life."

CAA had represented another major toy company, Hasbro, helping them to develop brand-based "Transformers" and "G.I. Joe" movie deals but Hasbro has since taken up with the William Morris Agency. Other major corporate clients repped by CAA include Coca-Cola, eBay, Harley Davidson and Sprint. – CelebrityAccess Staff Writers