Mattel has launched a fully shoppable advertising campaign that allows viewers explore and purchase featured products directly from their screen
The campaign, in partnership with Yahoo, News Corp Australia (via Tubi), Universal McCann (UM), and commerce technology company Vudoo, is the first time the toy manufacturer has launched a global commerce media activation using Vudoo’s Commerce TV technology.
The partnership makes TV advertising more than an awareness tool, turning it into a fully interactive experience that captures attention and drives immediate action.
The media rollout includes connected TV, rich media, and display across News Corp’s network. Yahoo’s DSP handles the media planning and buying, including Afterpay-powered audience targeting and in-ad tracking for retargeting, delivered within a premium inventory environment.
The ad appears on Tubi and includes a visual prompt in the form of a QR code, a format that audiences are now familiar with and increasingly comfortable using while watching TV.
Rather than sending viewers to a generic product page or brand site, the campaign directs them to a Vudoo-powered, curated shopping experience designed specifically for this activation. The dedicated interface strips away unnecessary friction – no clutter, no distractions, just the featured Mattel products and a fast, mobile-first path to purchase.
The layer behind the QR code that sets the campaign apart. By enhancing the post-scan journey, Vudoo enables first-party data capture, cross-channel attribution, and measurable outcomes that connect media exposure to commerce, creating a clearer picture of what drives conversion and how audiences move from interest to action.
“TV advertising has always been about reach, but with this campaign, it’s also about action,” Nick Morgan, founder and CEO of Vudoo, said. “We’re giving people the option to respond the moment they’re inspired, and giving brands the tools to track what happens next.”
Beyond convenience, the campaign also introduces stronger cross-channel measurement and attribution. With Vudoo’s technology underpinning the experience, Mattel is able to gather first-party data from across its media mix, something that’s been hard to do with traditional advertising. That means the brand can better understand how consumers behave, where they convert, and how to reach them again more effectively.
These insights don’t just improve reporting, they support smarter, more precise targeting over time. By tracking user behaviour across multiple touchpoints, the campaign opens the door to improved Return on Ad Spend (ROAS), and more importantly, incremental ROAS (iROAS) – helping the brand understand the true value of each media impression by measuring what would not have occurred without this creative and media combination.
Andrew Spence, ANZ eCommerce Lead at Mattel, said: “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.”
John McNerney, Managing Director at Yahoo Australia & SEA, added: “This highlights the true power when coupling creative commerce with Afterpay’s purchase behaviour and Yahoo’s DSP tech together for a seamless consumer experience across digital screens.”
While UM has led the media execution, the broader IPG Mediabrands network supported the campaign’s commerce innovation through KINESSO, its digital, data and commerce innovation division.
Andy Holford, Chief Product Officer, KINESSO, said: “By collaborating across technology, media, and retail platforms, we’ve created a truly integrated, consumer-first experience. This campaign sets a new standard for what’s possible in commerce media.”
This format meets audiences where they are, giving them the ability to go from interest to intent in seconds. Research from GWI shows that 86% of people use a second screen while watching TV, and 35% shop for products they see in shows or ads. This Mattel campaign turns that behaviour into something measurable, and ultimately, shoppable.