Amazon Announces New Partnership With Mattel For Exclusive Prime Video Content

announced on Monday it has reached a new multi-year production deal agreement with American Girl, a premium brand for girls and a subsidiary of

. As part of the new deal, Mattel's American Girl brand will be featured in 4 live-action specials with the option to produce multiple seasons of content for exclusive release on Amazon's Prime Video. The American Girl live-action specials will join Amazon's original kids programming slate, which consists of other live-action series such as 'Just Add Magic.' Despite the announcement, shares of Mattel were trading lower by nearly 3 percent at $26.85 heading into Monday's final hour of trading. "American Girl resonates strongly with kids and parents alike through its message of self-confidence, adventure, exploration and learning," said Tara Sorensen, Head of Kids Programming, Amazon Studios. "Their research dives deep and adds rich layers to the IP that are unparalleled in this space which, in turn, will facilitate a truly enriched on-screen experience." "Amazon Studios has differentiated itself by creating shows that bring more than just entertainment to families," said Catherine Balsam-Schwaber, Chief Content Officer of Mattel Inc. "Their focus on creating positive role models that both inspire and educate was an absolute perfect fit with Mattel's mission of creating purposeful play. Partnering with Amazon shows our commitment to innovation and to bringing content to our customers where, when and how they want to watch it."