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The toy company Mattel is getting into the business of making movies. The enduring and popular producer of things that children love has officially announced that they are releasing Mattel Films. After years of trying to make movies based on their various properties with other studios, just to stagnate, the company has decided to take action on the matter. Now there are many more possibilities that we see films based on Barbie, Hot Wheels, Masters of the Universe and more that really come to fruition.
The decision comes when Sony’s rights to the Barbie and Masters of the Universe properties expired earlier this year. The studio had been developing movies based on both, but with Barbie delayed until 2020 by Sony and with He-Man without getting it due, Mattel had enough. Now, they are in control of their destiny in a much more meaningful way to move forward. They have taken the Dallas Buyers Club producer, Robbie Brenner, to supervise Mattel Films. Ynon Kreiz, new president and CEO of Mattel, said the following about the move.
“Mattel is home to one of the world’s largest portfolios of beloved franchises, and the creation of Mattel Films will allow us to unlock significant value through our IP.” Robbie is a talented storyteller and a highly respected filmmaker with deep relationships in entertainment, the perfect leader to bring our famous brands to life. ”
Robbie Brenner is quite accomplished. Dallas Buyers Club won the Oscars of Jared Leto and Matthew McConaughey and the film also won a Best Picture nomination. His film Burden was also a huge success at this year’s Sundance Film Festival. Brenner served as production president at Relativity Media, directed the classics division at Davis Entertainment and served as senior vice president at 20th Century Fox and Miramax. Brenner said this about his new concert with Mattel.
“Generations of children around the world have grown up with deep emotional connections to the brands and characters of Mattel, there are so many stories to tell and so many imaginations to capture for these iconic brands, and I look forward to working with Ynon and his team to do so. ”
This approach is similar to that of Hasbro when launching Allspark Pictures and partnering with Paramount. To date, Transformers films have won $ 4.4 billion worldwide and have other projects such as Dungeons and Dragons and Mask and more in the pipeline. Even LEGO has several movies under his belt, with The LEGO Movie 2 coming to theaters next year. Mattel is, or at least was, behind the ball. Now they have the opportunity to play a serious game of catching up.
It is quite likely that the projects developed by Sony will be eliminated. Mattel will probably look for his own versions of films based on his properties and will seek to partner with a large studio to bring them to reality. As for the study? That remains to be seen. This news was previously reported by Variety.
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