Mattel to Capitalize on Growth of Content Platforms With Slate of 22 Programs Based on Its Franchises

Mattel announced it is in development on a new slate of 22 animated and live-action TV programs based on the company’s characters and franchises created by Mattel Television for multi-platform distribution. The productions are based on more than 20 properties in Mattel’s IP portfolio.

The slate will encompass a broad range of genres, including action adventure, humor, game shows and music, and are designed to reach a range of demographics including toddlers and preschool, boys, girls, tweens, teens and families, according to a Mattel release.

“With the proliferation of broadcasting and streaming platforms, there is a growing demand for high-quality content driven by global brands,” said Ynon Kreiz, Chairman and CEO of Mattel, in a statement. “Mattel is the owner of one of the strongest portfolios of children’s and family entertainment franchises in the world. We have countless opportunities to bring these brands to their fans through episodic programming that will capture the imaginations of kids and families worldwide. This marks another important step to capture the full value of our assets as we drive our transformation to become an IP-driven, high-performing toy company.”

Mattel Television is led by Adam Bonnett, who recently joined Mattel as executive producer. Bonnett is a 21-year Disney Channel veteran, working on such hits as “Hannah Montana,” ‘Descendants,” “Kim Possible” and other Emmy Award-winning children’s shows.

Bonnett will work with Christopher Keenan, SVP and executive producer at Mattel Television, whoc has been responsible for animated content development and production of short and long-form episodic television for Barbie, Thomas & Friends, American Girl, Monster High, Bob the Builder, Fisher-Price’s Little People and many other properties within the Mattel portfolio.

Mattel Television will work in partnership with Mattel’s Franchise Management division, in particular, global content distribution led by Fred Soulie, SVP, content distribution and business development. Soulie, a 7-year Saban veteran, will oversee Mattel’s approach to strategic distribution of the slate globally, across all platforms and geographies, according to the release.

On the theatrical side, Mattel also announced it is partnering with MGM to develop a live action motion picture based on Mattel’s American Girl line of books and dolls. Mattel Films, MGM and Picturestart’s Erik Feig will produce the film. Cassidy Lange, MGM’s co-president of production and Robbie Brenner, Mattel Films’ executive producer will oversee production.

Mattel recently announced an upcoming Hot Wheels live action motion picture and the Barbie feature film, starring and co-produced by Academy Award-nominated actress Margot Robbie, both in partnership with Warner Bros. Pictures. Mattel has also partnered with Sony Pictures for a reimagining of “Masters of the Universe,” based on Mattel’s toy line which became a successful animated television program.

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