Media Post shares details of the recent collaboration between Barbie and 5-Minute Crafts. The collaboration includes the launch of DIY videos focused on a variety of family-friendly crafts and at-home activities celebrating camping, sports and fashion.
The first video highlights tips to enhance Barbie’s Dreamhouse and premiered recently on Barbie's official YouTube channel. It had nearly a half million views in just few days. It also appears on the 5-Minute Crafts' YouTube Channel.
The response has been positive, with Barbie’s 5-Minute Crafts quickly becoming some of highest performing content on the (Barbie) channel, says Isaac Quiroga, vice president of digital engagement, Mattel.
Multiple pieces of content were shared across the YouTube channels of Barbie and 5-Minute Crafts allowing for audiences to simultaneously interact with each brand, shared Jonathan Kowalski, head of brand partnerships, TheSoul Publishing. “To Mattel's credit, they recognized both the value of 5-Minute Crafts' reach and the creative integration options around our engaging DIY content."
The full article is found here
