With toy manufacturers forced to compete for smaller and smaller shelf space, many are looking to other media to fatten up their bottom line. Mattel, following in the footsteps of one of the main competitors, Hasbro, has decided to take control of how their IP is adapted into their own hands by starting up their own production company.
Deadline is reporting that Mattel has tapped Oscar-nominated producer Robbie Brenner as executive producer at Mattel Films with an eye on adapting the companies many franchises into motion pictures.
“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 Mattel chairman and CEO Ynon Kreiz. “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, who was nominated for an Oscar for producing Dallas Buyers Club. “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.”
Mattel has made no secret of their attempts to bring their toys to the big screen before. Disastrous attempts were made at a Masters of the Universe and Max Steel film franchises, and currently two of their most popular concepts–Barbie and Masters of the Universe–have films stuck in development hell.
Whether or not those two IP are brought back into the fold as Mattel Films’ first projects, Mattel has a number of other properties that could succeed on the big scfreen, namely Hot Wheels, Cabbage Patch Kids, American Girl and more.