Mattel launches shoppable TV ad on Tubi in Australian-first campaign with Vudoo

Mattel has launched Australia’s first commerce-enabled TV campaign, turning a traditional TVC into an interactive shopping experience through a partnership with Tubi, Yahoo, News Corp Australia, UM, and commerce tech company Vudoo.

The activation, powered by Vudoo’s Commerce TV platform, marks Mattel’s first global shoppable media campaign of its kind. Viewers watching the campaign on Tubi are prompted via a QR code to explore and purchase featured products in real-time, using a curated, mobile-first shopping interface built specifically for the ad experience.

Unlike standard QR-led campaigns that redirect to brand homepages or e-commerce platforms, the Vudoo-powered journey strips away friction, enabling first-party data capture and direct conversion tracking. It also enables Mattel to link media exposure to measurable outcomes, including cross-channel attribution and incremental return on ad spend.

“TV advertising has always been about reach, but with this campaign, it’s also about action,” Nick Morgan, CEO and founder 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.”

Media was planned and bought through Yahoo’s DSP, using Afterpay audience targeting and in-ad tracking to enable retargeting and post-view engagement across News Corp’s network. UM led media execution, with commerce support from IPG Mediabrands’ KINESSO division.

Mattel’s ANZ eCommerce lead Andrew Spence said the activation brings shopping and storytelling closer together. “We’re constantly seeking new ways to reach families. This campaign shows how innovation can close the gap between inspiration and purchase.”

The campaign responds to changing media behaviour, with GWI data showing 86% of consumers use a second screen while watching TV and over a third shop for products seen in ads or shows.