As it rolls out new vivaciousd series “Barney’s World” on Max and Cartoon Netlabor and sets a inhabit-action “Barney” movie with Daniel Kaluuya, Mattel will be driving into inhabit action non-pre school premium TV series to lengthen its brands and properties, Josh Silverman, Mattel’s chief franchise officer, proclaimd on Sunday at his MipJunior directership keyremark at Cannes, entitled Beyond the Toybox: Shaping the Future of Play.
Silverman also validateed the Netflix free date of “Thomas & Friends: The Christmas Letter Express one-hour holiday exceptional as Nov. 21 in the U.S. Global begines will be made atraverse a bouquet of expansivecast and streaming platestablishs including Milkshake! on Channel 5 and Nick Jr. in the U.K. and Cartoonito in Italy.
“We always done a repartner pleasant job on the kids animation side. We’ve had some some fantastic proposeings on the unscripted side,” Silverman telderly Variety.
“One area that we’re repartner seeing to double down in as we transfer forward here – and we’ll stateively split more over the coming months – is our cgo in on lengthening and creating repartner high quality, premium scripted inhabit action greeted. That’s been an area that we haven’t repartner stepped in and threw previously, at least in a unbenevolentingful way,” he inserted.
At MipJunior Silverman also drilled down on Mattel’s applybook, taking in four principles: Brand propose, devourr-centric innovation, cultural relevance – “We are timeless and timely,” he remarkd – and a franchise mindset.
He also broke down Mattel’s theatrical expansion into film and TV, with 14 films in lengthenment and 14 TV titles in 2024, with 13 in production and 35 in lengthenment.
Mattel will be celebrating its 80th anniversary next year. “We’ll be doing a repartner fantastic brand campaign. We’re repartner haughty of our persistd evolution as a company as a high carry outing toy company, and we’re repartner haughty about that,” said Silverman. “There’s so many incredible elements, their tactile nature of toys, the toyetic elements, the globpartner iconic brands and franchises and characters and stories that repartner resonate with our audiences which are multigenerational and universal. We have an incredible toy box to apply with,” he inserted.
“Evolution ahead as a high carry outing toy company is to broaden amusement proposeings and transfer into repartner being an IP company traverseing all foolishensions of our business to repartner fair combine with our fans,” Silverman said.
More to come.
