Television Business International

Mattel takes new Monster High to YouTube

Kids-headerThe Adventures of The Ghoul SquadMattel’s new season of Monster High will debut on YouTube, the first time the toy company and producer has launched a show on the platform.

The Adventures of The Ghoul Squad will be on YouTube and the YouTube Kids service, which is currently in 26 countries.

The show, about a group of ghoulish friends, will be available in English, French, German, Spanish, Brazilian Portuguese

It will follow a conventional release pattern with one 11-minute show launching each week across the ten-episode run.

Mattel, which has been pushing deeper into production and distribution, said it is also working up an accompanying 44-minute special for SVOD and linear partners.

“We have a clear understanding of where our audience are most likely to engage with our content and by creating content specifically for YouTube and YouTube Kids, we are recognising that series content is not just for linear or SVOD,” said Catherine Balsam-Schwaber, chief content officer for Mattel.

The toy giant makes the Monster High dolls and previous Monster High content for TV has gone out on linear channels including Nickelodeon and SVOD services including Netflix.

The YouTube launch comes in the same week the video platform said that it was adding kids content to its paid-for YouTube Red service.

“YouTube Kids is a leader in reaching children aged 6-11 so, it’s the right platform for the Monster High content and fans,” Balsam-Schwaber said.

Malik Ducard, global head of family and learning for YouTube said: “Mattel continues to bring enriching and entertaining content to the platform and we’re looking forward to this latest series.”