Food & Beverage Brands Partner with Mattel Games

Allied Secures Promotional Partnerships for Mattel Games with Arby's, Stouffer's, Post, Tyson, MaMa Rosa's and More

Sep 15, 2011, 12:00 ET from Allied Integrated Marketing

HOLLYWOOD, Calif., Sept. 15, 2011 /PRNewswire/ -- Just under a year after becoming Agency of Record for Mattel Games, managing national promotions, product placement, marketing partnerships and strategic alliances, Allied Integrated Marketing has announced a lineup of national promotional partnerships with food and beverage industry leaders for Mattel Games.

Partners include Arby's, the second largest quick-service sandwich chain in the U.S.; STOUFFER'S®, the well-loved Nestle brand best known for creating quality frozen meals for families since 1954; Tyson Foods, one of the world's largest processors and marketers of chicken, beef and pork as well as prepared foods; Post Alpha-Bits, the classic alphabet cereal enjoyed by generations of children for over half-a-century; #1-selling refrigerated pizza MaMa Rosa's; Langers, producing quality juices for over five decades, and Pik-Nik Shoestring Potatoes, an all-American snack which has been a consumer favorite for 75 years.

Mattel's games portfolio – encompassing family, women, kids and tech innovations – includes such household names as UNO, Magic 8 Ball, Rock'Em Sock'Em Robots, Whac-A-Mole and Othello to new brands including 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.

She continued: "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, which offers a fresh fruit bouquet for every occasion, and frozen dessert chain Tasti D-Lite.

"These alliances speak volumes about how Mattel's family of best-selling brands is truly a fit with consumers of all ages and interests. We look forward to announcing additional promotional programs for Mattel Games with leading national brands in the very near future, as well as product placement deals," Erin Corbett added.

Based in Allied's Los Angeles offices, the Strategic Marketing & Branded Entertainment Division is marking the first anniversary of its launch this month. Headed by Corbett, the team includes Jennifer Palombo, Vice President, and Melissa Croll, Executive Consultant. In the 12 months to date, the Division has also been retained for national promotions and partnerships by Lionsgate for its slate of upcoming feature films including "The Hunger Games", Mattel Fisher-Price Emerging Channels, Universal Pictures and Warner Bros. Home Entertainment Group for "The Wizard of Oz" 75th Anniversary theatrical and DVD release.

About Allied Integrated Marketing

Allied Integrated Marketing delivers innovative campaigns on a local, regional and national basis, utilizing its network of 21 offices in the U.S. and Canada.  Allied's team of marketing professionals include experts in publicity, promotions, experiential, media placement, creative services, market research, targeted marketing and social media.  Allied works with many of the best brands in entertainment and consumer marketing, and was named the #1 agency for Entertainment marketing in the 2011 PROMO 100 rankings.  For more information about how Allied drives results for its clients, please visit

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