Mattel has revealed the formation of Playground Productions - a new division which will focus on the creation and development of strategic multi-platform storytelling.
Playground Productions will drive creative storytelling across all Mattel brands including Barbie, Monster High and Max Steel, along with the development and launch of new animation Team Hot Wheels: The Origin of Awesome, which will debut in 2014.
The firm has brought on Mercuty Filmworks for the project in a story that delivers new Hot Wheels thrills in three formats including a 22-minute origin story for spring, 11 two-minute shorts for summer and a 74-minute direct to video movie for the autumn.
Playground Productions will be headed up by David Voss, a 20-year veteran in the toy and entertainment business.
SVP Voss commented: "Playground Productions is dedicated to delivering impactful narratives that drive brand engagement across all the platforms kids love. Storytelling is at the heart of every great character and franchise. From script development and story mapping, to film production and post-production, we have established a one stop shop for modern, creative storytelling."
Playground Productions will also manage and provide creative direction for the recently announced live action feature film for Max Steel.