HIT Entertainment centralises content creation and production capabilities

Published on: 21st September 2012

Management aligns team to create innovative content hub.

HIT Entertainment, provider of high quality children’s entertainment, has moved to centralise content creation and production in the UK office under SVP, HIT Brands, Edward Catchpole. The transition signals Mattel’s ongoing commitment to growing world-class brands by investing in the development of exceptional content.

A renewed focus will be placed on tent-pole events which create new excitement and demand for brands such as Thomas & Friends, a nearly 70-year-old heritage brand enjoyed by families in more than 185 territories and in 30 languages, and in growing the opportunities for rising property Mike the Knight, following a very successful first broadcast series placed in 22 markets.

David Allmark, executive vice president, Fisher-Price, said: “HIT Brands’ broadcast content is often a child’s first introduction to HIT properties and also an important gateway to the rest of the Mattel family of brands and products. Centralizing resources to accelerate HIT’s ability to source, nurture, and distribute brand content will greatly enhance our storytelling capabilities to preschoolers around the world.”

Catchpole added: “The integrated team structure enables us to drive the business in a more seamless way. We’re excited to align resources to reside within one office and continue the important work of strengthening the emotional bond to the brands with content that deeply connects.”

In a related move, Sid Mathur was promoted from senior director for corporate strategy and development at Mattel to vice president, HIT Americas, in the New York City HIT office. The position of vice president, content development, will be named at a later date.


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