Some of Mattel’s most well-known characters have a new streaming home on Kidoodle.TV.

In a multi-year deal, the AVOD platform will welcome 850 episodes from nine different Mattel brands, including Barbie, Thomas & Friends, American Girl and Hot Wheels. Some of this content is already available, and more episodes will roll out weekly, says chief content officer Brenda Bisner.  

It’s a significant deal for Kidoodle.TV (which turns 10 this year), and one that includes both FAST and AVOD rights. The platform is technically in hundreds of millions of homes because it’s available on Samsung TV+, Vizio WatchFree+ and VIDAA, so it makes sense to have big-reach brands like Barbie and Thomas in its programming lineup, says Bisner. Mattel is also a strong advertising partner for Kidoodle.TV, so picking up its stable of toyetic shows is another natural step, she adds. 

Currently, Kidoodle.TV has the rights to stream more than 45,000 episodes from well-known TV shows including PAW Patrol, Peppa Pig and SpongeBob SquarePants, as well as more recent digital-first productions such as Dude Perfect, which it debuted in November 2023. Dude Perfect, in particular, is a more boy-skewing series, so adding Mattel’s brands should give the streamer more appeal with girls and nostalgia-seeking parents, adds Bisner. Content from the Masters of the Universe, Enchantimals and Monster High brands are also included in the package. 

Kidoodle.TV is available in more than 160 countries and territories, and also carries content from popular YouTubers such as Steve and Maggie (6.6 million subscribers) and Mother Goose Club (9.3 million). Inking a deal of this size with Mattel is a big indicator of how much the company has grown by staying true to its focused approach of building a kid-safe streamer, adds Bisner. “Now, we have big YouTubers next to big household entertainment brands, and that rounds out our offering,” she says.