Barbie dolls and Hot Wheels cars are going digital thanks to a recently announced partnership between toy giant, Mattel, and Israeli-founded mobile ad startup, StartApp.

“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.”

StartApp, founded in 2010 by Dudkiewicz and Ran Avidan, has a unique programmatic ad platform that helps publishers provide an engaging user experience while delivering results to mobile advertisers. The company says it currently partners with over 230,000 applications and has more than 470 million monthly active users worldwide.

Some of StartApp’s previous partners include King (maker of Candy Crush), China’s Baidu, and Yahoo.

Under the multi-year agreement, StartApp will become Mattel’s premier licensee to create digital stickers, emojis, wallpapers, gifs, mobile app themes, avatars, memes, and related apps for a number of Mattel’s global consumer brands.

StartApp is today headquartered in New York City with offices in San Francisco, China, Russia, Israel, Brazil and India. According to local media, StartApp employs 150 people at its R&D center in Netanya.