Speaking of Mattel’s digital push, they’re betting on YouTube Kids with an eight-figure upfront advertising deal in “a first of a kind and a first ever such deal” for the brand.

Speaking of Mattel’s digital push, they’re betting on YouTube Kids with an eight-figure upfront advertising deal in “a first of a kind and a first ever such deal” for the brand. That amount of money is usually reserved for cable, and Mattel says the move is “a reflection of a shift we’re seeing in digital media”—and the viewing habits of the next generation. YouTube Kids is generally a safe bet for advertisers looking to test their digital content against their key demographic—without too many worries about the brand safety concerns sweeping the rest of the platform. (Tubefilter)