Iconic toy manufacturer, Mattel, announced today that it will start a new film division dedicated to creating content around it’s top brands.
Mattel is an iconic toy manufacturer, known for brands like Barbie, Cabbage Patch Kids, Fisher Price, American Girl and holds licenses for huge names like Disney and Nickelodeon. The toy company announced today that they are staking a claim in Hollywood with their aptly named new division, Mattel Films.
Mattel Films will be led by establish producer Robbie Brenner. Brenner is known for her work on Machine Gun Preacher, Mirror Mirror, and got an Oscar nod for Dallas Buyers Club.
Mattel’s top competitor Hasbro already has a foothold in tinseltown with blockbuster successes based on their line of products like Transformers, My Little Pony, and G.I. Joe. And Mattel is no stranger to the industry as their properties have several straight-to-home features for Barbie, American Girl, and Monster High.
This news shows a definite intention to compete, however, with Hasbro’s success. It is also, likely, a response to declining sales. The lower sales could be due to a number of factors, but are largely attributed to major stores like Toys’R’Us closing and the shift in interest to digital content like video games.
Today’s young parents are children of the 80s and 90s, which are the heydays for toy makers like Hasbro and Mattel. Hasbro has definitely demonstrated through their continued success that these parents are affecting sales as they introduce their children to the high-production iterations of their youth. Mattel Films could be the just what the company needs to rejuvenate public interest.