As a seasoned toy industry insider, I can wholeheartedly appreciate Mattel‘s strategic approach to connecting with their consumers as fans. It’s not just about selling toys anymore; it’s about creating immersive experiences that cater to diverse interests and day-to-day engagements. The upcoming “Masters of the Universe” reboot, under Travis Knight’s direction, is definitely something I’m eagerly anticipating.
This week, the famous purple dinosaur, Barney, makes a comeback on your TV screens as he stars in the latest animated series called “Barney’s World.” (This version attempts to simplify the original sentence while maintaining its meaning.)
To tap into the feeling of nostalgia combined with something new, Mattel is reviving some popular ’90s franchises as their latest entertainment ventures. This includes plans for Greta Gerwig’s “Barbie,” a live-action “Barney” movie with Daniel Kaluuya, a film based on the American Girl doll line, and a big-budget adaptation of “Masters of the Universe” with Amazon MGM Studios, scheduled for release next June.
The show ‘Barney’s World’, set to premiere on Max this Monday, with its official television debut scheduled for October 18th on Cartoon Network, demonstrates Mattel’s TV and movie divisions’ efforts to maintain the interest of Millennials, Gen Z, and preschoolers (referred to as ‘fans’ by Silverman) as they approach their 80th year in business.
In the upcoming year, Mattel will be marking its 80th anniversary, an amazing milestone. Originating from a garage in 1945, Mattel will reach eight decades old next year. We have some fantastic, exciting ideas to reveal across our entire product line. The Mattel brand has always been significant, but now it’s more relevant than ever following the release of the ‘Barbie’ movie. We can’t wait to keep expanding the brand and the entire collection that goes with it.” (Mattel chief franchise officer Josh Silverman spoke to EbMaster)
Below, you’ll find a summary of the conversation between EbMaster and Silverman, discussing Mattel’s strategies for their entertainment and merchandising ventures across various franchises such as Barney, Barbie, American Girl, and others:
How did you decide to bring “Barney” back to TV and why did you think now was the right time?
Upon examining our collection of brands, franchises, characters, and stories, I was struck by its vast array and rich history – a truly captivating sight when I first joined. Among these treasures are numerous iconic, cross-generational, globally recognized intellectual properties. One such gem we quickly noticed was “Barney.” We acknowledge that “Barney” boasts a dedicated fan base, particularly among Gen Z and Millennials who were captivated by the show during their childhood. To this day, even a simple whistle of a “Barney” tune can elicit a strong response: “Oh my goodness, I know that!” This emotional connection is indeed powerful. These memory triggers, especially for Gen Z and Millennials, transport them back to a cherished period in their childhood when these stories held such significance. Many of these fans have since grown up and become parents themselves, which led us to see this as a fantastic chance to reintroduce the franchise. Our research on “Barney” and numerous discussions with our audience revealed an opportunity to resonate deeply with our audience through the term we call “newstalgia.” This term describes something fresh for the younger generation (in this case, preschoolers), yet nostalgic for those who grew up with it. The ability for them to share this experience is truly unique.
Approximately one year ago, we embarked on rejuvenating the brand known as “Barney”. To begin with, we introduced apparel and accessories aimed at adults, along with a few streetwear brands, collaborations, hoodies, stylish T-shirts, and retro throwbacks. Additionally, we announced that we will be producing a live-action film featuring Daniel Kaluuya under the “Barney” banner. This marks the first stage of an exciting journey for us, and we’re eager to share more about the upcoming show and other plans in store.
Is the fact the Daniel Kaluuya film is planned as live-action the reason you chose to reboot “Barney” on TV in animated format — to distinguish the two projects, rather than go back to live-action TV too?
While we won’t be producing a live-action “Barney” film, our television and movie teams have a strong collaboration that ensures consistency. Robbie Brenner, leading our film division, has been instrumental in discussions about this. Our goal is to maintain authenticity while modernizing the Barney franchise. An animated show seems fitting for this transformation, allowing us to reconnect with preschoolers. However, other content types may be explored for “Barney” in the future. For now, this is one step in our strategic plan, ensuring each offering has its unique identity. The show and music are fantastic, but we aim to evolve Barney while preserving its essence.
Why did you pick Max as the streamer for the show, considering they are still experimenting with what children’s programming works for them after previous cancellations and strategy shifts?
The journey begins with a strong bond. Initially, we collaborate with numerous platforms such as Netflix, Max (formerly HBO Max), Paramount, Amazon, aiming to develop content that resonates and engages audiences on these popular platforms. In this specific instance, Max is keen on bolstering their children’s programming. Our team found a genuine enthusiasm for our property from the people at Max, which is crucial. Given our existing rapport with them and their commitment to nurture it, we believed Max provided an ideal home for it. As you may know, we have previously collaborated with Max on “Barbie,” and they’ve delivered exceptional results. The show will also air on Cartoon Network. Furthermore, as we penetrate international markets, our goal is to broaden the distribution, reach free-to-air broadcasts, and expand the audience base even more.
Did certain networks or streamers take themselves out of the running — like Peacock, which had the Barney, “I Love You, You Hate Me”? Did that doc affect your decisions when bringing “Barney” back for a TV series?
In this instance, the documentary wasn’t under consideration. Our Barney fans are passionate individuals who have their own perspectives, which we acknowledge and appreciate. However, we’re confident about creating the right narrative for our audience, focusing on what makes Barney special and relevant – his positivity, optimism, self-love, care, and kindness. These qualities are crucial in our lives, especially for preschoolers who can learn these lessons effectively through engaging with the character in a fun, musical way.
Mattel had a huge year last year with the “Barbie” movie. Moving forward, what is Mattel looking to do to keep that momentum going and how much are you relying on existing IP and how much are you expanding into new territory?
Among the remarkable aspects of our company is our extensive collection of intellectual properties (IP). Before the release of the film, “Barbie” was already renowned for its timelessness and iconic status; this reputation has only been strengthened during the film’s run, and now, as we celebrate her 65th anniversary, she continues to be a significant cultural milestone. We are dedicated to ensuring that everything we do resonates with our audience, feels genuine, inspires, and aspires. In essence, we view our customers not just as consumers but as fans. This perspective enables us to better understand their identities, their interests, and their preferences, broadening our vision and the opportunities for us to connect with them whenever and wherever they wish to interact with these stories.
Mattel is currently working on an “American Girl” movie. Do you see that being your next “Barbie,” given the way fans interact with the history and lore behind those dolls and the meta nature it could take on?
We handle our intellectual properties distinctively, aiming to share their stories and interact with our fans in a way that resonates with them. It’s not about contrast or comparison; rather, we strive to deeply connect with these IPs and ensure we deliver content that both meets and exceeds fan expectations. We also aim to surprise and delight our audience by anticipating their wants and needs, creating innovative, unexpected experiences.
How are you all are adapting in the gaming space with what today’s kids have access to, in terms of advancing tech? How are you balancing the physical experience of toys, but also meeting them, realistically, where they’re at a lot of the time: on devices?
Toys play a crucial role in our activities, serving as the base for what we create. The play styles that have persisted for years have been incredibly captivating and interactive for our audience. Whether it’s playing with a doll or racing Hot Wheels, these experiences form the core of our work. We continue to develop this concept in the digital game realm. For instance, we collaborated on Roblox with “Barbie Dream House Tycoon.” Launched towards the end of last year and primarily available during the fourth quarter, it was the largest branded game launch for Roblox that year, attracting over 285 million unique visits in a short span of time and still ranking among their top branded games. Our goal is to bridge the gap between physical toys and the digital world. This connection feels more organic today than ever before. We collaborate with leading, AAA partners, have a joint venture with NetEase, and have recently announced plans to independently publish our own mobile games based on our intellectual property. These new publishing models will enhance our existing licensing and joint venture arrangements.
This interview has been edited and condensed.
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2024-10-15 19:47