Mattel, Inc. (NASDAQ:MAT) has introduced a new chapter into its existing business. The company well – known as the global leader in children’s entertainment has created a new division; Mattel Films. The brand will coordinate and harmonize several key business functions, which will in return strengthen the company’s performance. It will primarily handle business development, live events, consumer products, digital gaming, and content. This will be in addition to the development and production of movies based on Mattel’s brands and characters.
It is an exciting time to create a new content-to-commerce strategy for Mattel
Mattel has been handling some of the world’s greatest portfolios of beloved franchises. Some of its iconic franchises include Thomas & Friends, Hot Wheels, Fisher-Price, American Girl and Barbie among others. This is in addition to establishing partnerships with global entertainment companies.
The creation of the new division is a well – calculated strategy, which will take the company to the next level. Besides, the company’s innovative products and experiences not only inspire but they also a key role in developing children through play.
Robbie Brenner the new appointee who will spearhead the operation of Mattel Films as Executive Producer says, “Generations of children around the world have grown up with deep emotional connections to Mattel’s brands and characters.”
Unlocking the value of the company’s powerful brands and IP
There is a notable swift pace in content consumption and consumer behavior. Brand viability is also evolving rapidly perhaps because of the growth of the entertainment industry. Janet Hsu who will lead the Global Franchise Management for Mattel is excited Mattel’s strategy for reaching out to its brands. It will also be the best time to extend its emotional connections with consumers.
Hsu has a wealth of leadership experience having worked for some of the world’s best-known consumer lifestyle brands. Some of these brands include Saban Brands, the iconic Power Rangers franchise and Sanrio Inc., a leading girls’ lifestyle brand.
Meanwhile, Mattel has its presence in 40 locations and in more than 150 countries. It has continued to collaborate with some of the world’s leading retail and technology companies. Its primary role is to empower children into realizing their full potential.