Mattel launches new content creation division, Mattel Creations

New division will encompass Mattel's in-house studio, Playground Productions.
Author:
Publish date:
Social count:
0
mattelres.gif

Mattel has formed a new theatrical, TV and digital content creation division called Mattel Creations.

Mattel Creations will utilise the firm's portfolio of brands to drive content across multiple platforms including theatrical, television and digital.

The new cross-portfolio content strategy will be headed by Mattel’s chief content officer, Catherine Balsam-Schwaber.

“Today, toys and content are increasingly inseparable,” said Balsam-Schwaber.

“More than ever, children expect play experiences that seamlessly combine toys, content and stories in an imaginative and engaging way. By leveraging the power of our global consumer brands, our goal with Mattel Creations is to build and amplify these integrated play experiences on a global scale, in ways that will resonate with children and parents alike.”

Mattel has also promoted longtime creative executive and award-winning producer Christopher Keenan as senior vice president, content development and production.

Keenan will oversee a new centralised content development and production team, encompassing Playground Productions in El Segundo, the HIT content creation team in London, and the American Girl content creation team in Middleton.

"This is an incredibly exciting time to expand my role at Mattel, and to bring the talents and expertise of multiple content teams together under a single, creative banner,” said Keenan.

“Mattel and its brands are known for their enduring, iconic characters and our goal is to grow deeper engagement with consumers through compelling content on a variety of platforms. With incredible in-house creative resources and best-in-class partners, the Mattel Creations team is truly poised to be a leader in entertainment content for children and families."

The first two projects under the Mattel Creations banner will be WellieWishers, an animated series inspired by Mattel's American Girl brand, and Barbie Dreamtopia, the latest Barbie CGI movie special.

Related

0 0creations.png

Mattel Creations SVP Christopher Keenan on the business' first year, new Barbie content and plans for Thomas & Friends

Mattel launched its new content and entertainment hub, Mattel Creations, earlier this year, but already the studio is redefining the company’s wider approach to TV, film and digital for some of its biggest brands, including Barbie, American Girl and Thomas & Friends. Robert Hutchins talks to Christopher Keenan, SVP of content development and production at Mattel, about the latest developments for the blossoming studio.

Big screen beckons for Mattel Creations

The new division has a slate spanning live-action movies, video games, TV shows based on the American Girl and Barbie brands, as well as feature-length specials for Fireman Sam, Thomas & Friends and Bob the Builder.

Featured Jobs

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.

Melissa and Doug Job Logo 620 x 349

Operations Planner

Imagine working for a company with a mission you can truly believe in, a playful and energetic culture, a talented team and a bright future! Melissa & Doug, the toy company committed to nurturing childhood wonder, is looking for an Operations Planner to coordinate the demand planning and supply between European markets and the US.

Gameplan Job Logo 620 x 349

Head of Product Development & Marketing

Our client is a privately owned French toy and games manufacturer which sells through distributors in forty countries. The company develops and sells innovative electronic interactive toys and games for the educational and gaming markets, and also takes suitable licenses. To progress its successful business development a Head of Product Development & Marketing is to to recruited.

HIT Entertainment Job Logo 620 x 349

Licensing Systems Administrator

The Contract System Coordinator is a newly created role to support the deal term entry process into Mattel’s new Contract Management System for its Licensing business. The role will support the Business Teams at the Deal & Amendment phase of the contracting process and act in conjunction with the System Administration team.