Published On: Wed, Sep 21st, 2016

Mattel toy giant teams with Israeli StartApp to bring Barbie and other toys to life

StartApp puts Barbie into the digital universe



Israeli StartApp, an advertising platform for apps and mobile websites, is now teamed up with toys gaint Mattel in creating a digital presence for Barbie and other toys.

“We are exceptionally excited to join forces with Mattel to help them reimagine their iconic brands for today’s world, ” Gil Dudkiewicz, StartApp’s co-founder and CEO said in a statement. “Through this partnership, we will draw upon our extensive experience in the mobile industry to expand on Mattel’s efforts to bring their brands to a new and exponentially more connected generation.”

Under a multiyear agreement with Mattel StartApp will jolt Barbie out of her plastic mold into the digital world with applications, avatars , emojis memes, gifs, and other apps for the iconic lady like doll as well as for Thomas the Tank Engine, Fireman Sam and other toys.

StartApp launched two applications enabling users to download apps for Barbie and Hot Wheels miniature cars on iPhones and iPads.

Founded in 2010 by Dudkiewicz and Ran Avidan, Startapp headquartered in New York City, and employs 150 people in its R&D center in Israel. The company has offices in San Francisco,  China,  Russia, Brazil and India.

StartApp has partnered with King — the maker of the wildly popular game Candy Crush — China’s Baidu, Yahoo and others.



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