Television shows

Mattel launches list of 22 cross-platform (exclusive) TV shows – The Hollywood Reporter


Children’s entertainment company Mattel continues to focus on the “entertainment” side of its business, announcing that it is developing a roster of 22 animated and live-action television programs based on its historic brands and franchises.

The move comes following Mattel’s hiring of Adam Bonnett, a 21-year-old Disney Channel veteran behind Hannah Montana, Descendants, and Kim possible as executive producer of Mattel Television. And it comes as the 2019 American International Toy Fair kicks off in New York City starting Friday.

The shows will be a mix of animation and live action and designed for cross-platform distribution.

Mattel did not provide specific titles or brands in development, but said the shows would span a wide range of genres, including action-adventure, humor, game shows, music and more. . They will be designed for a wide range of audiences, from toddlers and preschoolers to boys and girls to tweens, teens and families.

The company counts Barbie, Hot Wheels, Monster High, and Masters of the Universe among its top toy brands.

Mattel Chairman and CEO Ynon Kreiz said, “With the proliferation of broadcast and streaming platforms, there is a growing demand for high quality content driven by global brands. Mattel owns one of the largest portfolios of children’s and family entertainment franchises in the world. We have countless opportunities to introduce these brands to their fans through episodic programming that will capture the imaginations of children and families around the world. This marks another important step in capturing the full value of our assets as we drive our transformation to become a high performing, intellectual property based toy company. “

Mattel has made a new push into screened entertainment and last September Robbie Brenner was hired to direct Mattel Films. The division has revitalized the Masters of the Universe film project set up at Sony and set up long-standing development projects Hot wheels and Barbie at Warner Bros. He is also working on a American doll film has just been installed at MGM.