Mattel’s Bold Move: Reviving Nostalgia to Captivate New Generations!

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In July last year, Mattel’s executives were rejoicing over the one-year anniversary of their blockbuster hit “Barbie” in the Hollywood Bowl. After breaking worldwide attendance records with Greta Gerwig’s cinematic journey, which was inspired by Mattel’s most recognized brand, they collaborated on “Barbie the Movie: In Concert”. This was a live-orchestrated screening of the Academy Award-nominated film at the revered Los Angeles venue.

Before the symphony began, I, as a movie buff, couldn’t help but notice families around me breaking out a timeless card game to keep themselves entertained before the amphitheater gates swung open. Interestingly enough, this game was none other than a Mattel classic – a vibrant deck of cards that has been instrumental in teaching countless kids the fundamentals of counting and color recognition across generations.

Silverman stated, “We observed a family enjoying a game of Uno, and it wasn’t just one instance. It was an extraordinary moment, a blend of real-life interaction with our brands, which we didn’t actively promote. The fact that they were playing Uno without us giving it to them showcases the strong emotional bond people have with our intellectual property.”

Silverman explained that he saw a family playing Uno and it wasn’t a one-time thing; it was a special moment where real life mixed with our brands, without us directly providing the game. It means that people are emotionally connected to our creations because they chose to play Uno on their own.

Managing and duplicating that level of brand recognition is what Silverman is responsible for at Mattel, across various platforms such as high-end movies and TV shows, audio narratives, digital games, and live and location-based experiences. The 80-year-old company has been revitalized due to the remarkable success of “Barbie” in 2023, and its CEO, Ynon Kreiz, has instructed a shift from being just a toy retail company into a global content powerhouse.

As a movie enthusiast, I prefer to think of our audience not just as consumers, but as fans – this helps us foster a stronger bond and broaden our perspective. In my book, our brands are like the talented stars on the silver screen, and I’m thrilled to bring that mindset after joining Mattel in 2022, following over two decades with Marvel and Disney’s consumer products division.

Without much difficulty, you can envision Barbie’s face being displayed on the Sphere Las Vegas, making her visible to astronauts in space during the movie launch. Now that Mattel has captured the world’s attention, the task is to create such captivating stories for their entire product lineup. So, Polly Pocket, He-Man, Magic 8 Ball, Rock ‘Em Sock ‘Em Robots, be prepared – your time in the spotlight is coming!

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Silverman expresses that they aim to genuinely connect with people in various settings, whether it’s seeing a T-shirt on the street, purchasing a costume online, reading a book featuring our characters, listening to a song, watching a show, or attending a live event.

With access to movie production now established, Silverman and the president of Mattel Films, Robbie Brenner, are venturing into uncharted territories within the realm of high-end television scriptwriting.

Historically, television has primarily catered to animation for preschoolers and young adults. However, we’re not stopping there. There’s a vast, unexplored potential in scripted TV, which we see as a blank canvas for us. Mattel executive Silverman, along with his team, will oversee the distribution of numerous unannounced TV projects. He praises Brenner and her team for building strong relationships that will yield sophisticated and refined stories. Inside Mattel, they’re concentrating on what they call “new-stalgia.” This refers to creating shared viewing experiences for parents who have fond memories and attachment towards Mattel brands, as they guide their young consumers through the world of Barbie, Hot Wheels, and Fisher-Price Little People.

Indeed, one can’t overlook the realization of the vertical integration aspiration – the establishment of a theme park. The inaugural Mattel Adventure Park is set to debut softly this year in Glendale, Ariz., which is adjacent to Phoenix. Plans for another are already being laid out in Kansas.

Originating from a humble garage, we’re committed to preserving our startup mentality. Even at 80 years old, innovation and creativity are the core drivers of our plans. We’re not just focused on creating toys, but also content, products, events, and publishing. It feels like we’re embarking on a new journey,” Silverman expresses.

Without a shadow of a doubt, Silverman has likely started considering customized Uno decks as a way for families to entertain themselves while waiting in lines at Mattel-themed amusement parks.

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2025-03-06 23:36