As a seasoned movie enthusiast with a penchant for nostalgia and a soft spot for iconic characters, I can’t help but feel a wave of excitement wash over me upon hearing Mattel’s ambitious plans to expand their presence in film and TV. With a toy box as vast and iconic as theirs, the possibilities are truly endless!
Mattel plans to expand its live-action TV series beyond preschool programming by producing a non-preschool premium TV series and a live-action “Barney” movie featuring Daniel Kaluuya. This move is aimed at growing their brands and properties, as announced by Josh Silverman, Mattel’s chief franchise officer, during his keynote speech titled “Beyond the Toybox: Shaping the Future of Play,” held at Cannes on Sunday.
Silverman additionally announced that “Thomas & Friends: The Christmas Letter Express” one-hour holiday special would debut on Netflix in the United States on November 21st. The show will also be released globally through various broadcast and streaming platforms like Milkshake! on Channel 5, Nick Jr. in the U.K., and Cartoonito in Italy.
I’ve consistently delivered top-notch work in the children’s animation sector, and we’ve produced some fantastic unscripted content as well,” I shared with EbMaster.
Moving forward, we’re planning to significantly invest in one specific aspect: the production of top-notch, luxury live-action scripted content. This is an area where we haven’t made a substantial impact before, but that will change soon.
At the MipJunior Silverman gathering, Mattel’s strategies were scrutinized more closely by focusing on four key aspects: proposing strong brands, fostering consumer-driven innovation, ensuring cultural relevance (emphasizing both timelessness and current trends), and adopting a franchise mentality.
Additionally, he scrutinized Mattel’s significant growth in the movie and television industry, revealing that they had 14 films in the pipeline for 2024, with 13 currently in production, while another 35 were still in development stages.
Mattel will mark its 80th year in business next year with a significant marketing campaign, as stated by Silverman. He expressed pride in the company’s ongoing growth as a leading toy manufacturer and highlighted various aspects that make Mattel stand out. These include the tactile qualities of toys, their ability to captivate children (toyetic elements), globally recognized brands and franchises, characters, and stories that appeal to diverse age groups and cultures. Silverman noted that they have an exceptional collection of toys at their disposal, ready for play.
Silverman summarized that the future growth for our successful toy firm involves broadening our entertainment options and transforming ourselves into a company focused on intellectual properties, aiming to integrate these across all aspects of our business in order to engage more closely with our audience.
More to come.
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2024-10-20 14:16