Mattel today announced the new division, intended to drive premium content.
Mattel Creations is a new centralised content division that will leverage the company’s global brands and library of celebrated properties to drive premium content across multiple platforms including theatrical, television and digital.
This new cross-portfolio content strategy will be headed by Mattel’s chief content officer, Catherine Balsam-Schwaber. Mattel has promoted longtime creative executive and producer Christopher Keenan as senior vice president of content development and production.
“Today, toys and content are increasingly inseparable,” said Balsam-Schwaber. “More than ever, children expect play experiences that seamlessly combine toys, content and stories in an imaginative and engaging way. By leveraging the power of our global consumer brands, our goal with Mattel Creations is to build and amplify these integrated play experiences on a global scale, in ways that will resonate with children and parents alike.”
Mattel Creations comes to market with an extensive library of brands and properties to accelerate and maximize the company’s content development and distribution activities. Balsam-Schwaber will oversee all strategies for the new division, including development slates, programming and distribution opportunities, as well as entertainment and talent relationships.
In addition, Mattel has announced two key content projects under the Mattel Creations banner, WellieWishers and Barbie Dreamtopia.