Mattel & Tubi launch shoppable TV ads with QR code tech

Mattel has collaborated with Yahoo, News Corp Australia's streaming platform Tubi, Universal McCann, and commerce technology company Vudoo to launch a shoppable television commercial in Australia.

This initiative marks Mattel's first global commerce media activation of this kind, enabling viewers to explore and purchase featured products directly from their television screens using Vudoo's Commerce TV technology.

The campaign's media rollout spans connected TV, rich media, and display across the News Corp network. Yahoo's demand-side platform is responsible for media planning and buying, including audience targeting powered by Afterpay and in-ad tracking suitable for retargeting, within a premium inventory environment.

Viewers encounter the advertisement on Tubi and are prompted with a QR code, allowing them to access the shopping experience while watching TV. The campaign differentiates itself by providing a Vudoo-powered, curated shopping interface after the QR code is scanned. This mobile-first experience features only Mattel products and is designed to remove distractions and make the purchase process straightforward.

This approach is intended to go beyond redirecting customers to generic product or brand pages. The campaign leverages the post-scan journey to enable first-party data capture, cross-channel attribution, and the measurement of outcomes that directly connect media exposure to commerce. This creates a more accurate view of what drives conversions and how audiences transition from interest to action.

Nick Morgan, Founder and CEO of Vudoo, said: "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."

Another aspect of the campaign is the introduction of more robust cross-channel measurement and attribution. With Vudoo's technology, Mattel is able to collect first-party data across its media mix, which has been challenging with traditional advertising. This development provides a better understanding of consumer behaviour, points of conversion, and ways to optimise future outreach efforts.

Tracking user behaviour across several touchpoints is intended to improve not only Return on Ad Spend but also incremental ROAS (iROAS), giving Mattel insight into the true impact of each media impression by measuring outcomes that would not have taken place without the combination of this media and creative approach.

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."

Universal McCann directed the media execution for the campaign, while KINESSO, the digital, data, and commerce innovation arm of the IPG Mediabrands network, also contributed to commerce innovation efforts.

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."

The format takes into account changing viewer habits, as research from GWI indicates that 86% of people use a second screen whilst watching TV and 35% shop for products they see in shows or advertisements. The campaign aims to capitalise on these habits by making this behaviour both measurable and actionable.