Mattel has formed Mattel Creations, a centralised content division that will leverage the company’s iconic 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. Underlining its commitment to the new division, Mattel has promoted longtime creative executive and award-winning producer Christopher Keenan as Senior Vice President, Content Development & 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, including Barbie and new franchise WellieWishers.