Toy company Mattel has signed a partnership with European OTA eDreams for a summer campaign.
The partnership is aimed at driving up sales of Mattel’s key brands including; Barbie, Hot Wheels, Thomas & Friends and UNO.
The tie-up will run from June through to August, and a major competition offering customers the chance to win holidays, worth up to £7,000.
The promotion will run across Europe, including Austria, France, Germany, Greece, Italy, Netherlands, Portugal, Scandinavian countries, the UK and Turkey.
Pablo de Porcioles, director of business development for eDreams, said: “This promotion is a great way to gain increased exposure for both our brands to this important family audience.
“Strategic partnerships like this allow us to increase our customer engagement and directly impacts on our brand values and retention for future purchases.”
A full marketing campaign will support the promotion, through a range of retailer platforms including promotional stands and TV commercials, as well as print, online and outdoor advertising.