Mattel has introduced its first global commerce media activation in Australia, rolling out a fully shoppable TV advertising campaign in partnership with Yahoo, News Corp Australia, Universal McCann (UM), and commerce technology firm Vudoo.
The campaign uses Vudoo’s Commerce TV technology to allow viewers to browse and purchase Mattel products directly from their screens. Aired across connected TV, rich media, and display ad formats, the campaign features a QR code that leads to a purpose-built shopping page.
Unlike typical redirects to brand websites, the QR code takes users to a streamlined, mobile-optimised interface featuring only Mattel products, aiming to minimise friction in the purchase journey.
Media placements are managed through Yahoo’s Demand-Side Platform (DSP), using Afterpay audience targeting and in-ad tracking for retargeting within News Corp’s premium digital inventory.
The ad is featured on Tubi and tailored for second-screen behaviour, with GWI data showing that 86 per cent of viewers use a second device while watching TV and 35 per cent shop for products they see on screen.
More than convenience, the campaign delivers improved cross-channel measurement and attribution. Using Vudoo’s technology, Mattel can collect first-party data from all the media it uses, a capability that has been challenging with traditional advertising. This offers clearer insights into consumer behaviour, conversion points, and re-engagement opportunities.
“TV advertising has always been about reach, but with this campaign, it’s also about action. We’re giving people the option to respond the moment they’re inspired, and giving brands the tools to track what happens next,” said Nick Morgan, Founder and CEO of Vudoo.
The campaign was executed by UM, with commerce strategy supported by KINESSO, IPG Mediabrands’ digital and data division.
“At Mattel, we’re constantly seeking ways to reach families. This campaign shows how innovation can bring shopping and storytelling closer together than ever before. We’re excited to be part of such a strong collaboration,” said Andrew Spence, ANZ eCommerce Lead at Mattel.