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Mattel is going after Millennial parents (and their kids) with Barbie and UNO TikTok channels.

Nov 04 2021

Mattel is going after Millennial parents (and their kids) with Barbie and UNO TikTok channels. After analyzing brand engagement for Barbie and UNO on TikTok (#Barbie has more than 13 billion views and #uno has 2.5 billion views), the Mattel-owned brands are officially getting their own TikTok channels aimed at reaching nostalgic Millennials. And although these toys skew young, Barbie’s TikTok is aimed at “older consumers” (a.k.a. Millennial parents) according to Mattel’s VP of Digital Engagement, Isaac Quiroga. Barbie’s channel will tap today’s trends by establishing Barbie “like a creator participating in trends” while showcasing a diverse array of Barbies beyond the blonde and skinny type. Meanwhile, UNO’s channel will showcase celebrities and creators playing the game in honor of the card game’s 50th anniversary. YPulse’s Playtime trend research notes that Barbie ranked number one among favorite childhood toys for Millennials, and brands are constantly finding new ways to recreate this gen’s favorite toys to tug on their nostalgic heart strings while finding a new audience with their kids. (AdAge)