Mattel has decided that it’s time to court Hollywood and is opening up its own film division.
Hasbro has been partnered up with Paramount for some time now and is working towards more projects, so it makes sense that the other toy company of the big two would want to do the same. Mattel Films will be the name of the division and it will be headed up by Oscar-nominated producer Robbie Brenner (Dallas Buyers Club). In turn, Brenner will report directly to Mattel chairman and CEO, Ynon Kreiz.
“Mattel is home to one of the world’s greatest portfolios of beloved franchises, and the creation of Mattel Films will allow us to unlock significant value across our IP,” said Kreiz in a statement. “Robbie is a gifted storyteller and a highly respected filmmaker with deep relationships in entertainment. She is the perfect leader to bring our celebrated brands to life.”
“Generations of children around the world have grown up with deep emotional connections to Mattel’s brands and characters,” said Brenner. “There are so many stories to be told and so many imaginations to be captured by these iconic brands, and I look forward to working with Ynon and his team to do so.”
Of course, the question immediately springs to mind of what will be first on the list to be produced. Masters of the Universe is currently in development at Sony Pictures, and a Barbie film has been bouncing around Hollywood as of late. This leaves Mattel with properties such as Hot Wheels, Polly Pocket, and more.
With content being king right now, and everyone in search of the next project, this seems like the perfect time for Mattel to open this door to its library of intellectual properties.