Back in September it was announced that Mattel has launched a new division entitled Mattel Films to oversee development on feature film projects such as Masters of the Universe, Barbie and Hot Wheels, and now the toy giant has announced that it is developing a slate of 22 live-action and animated TV series under the banner of Mattel Television.
“With the proliferation of broadcasting and streaming platforms, there is a growing demand for high-quality content driven by global brands,” states Mattel chairman and CEO Ynon Kreiz. “Mattel is the owner of one of the strongest portfolios of children’s and family entertainment franchises in the world. We have countless opportunities to bring these brands to their fans through episodic programming that will capture the imaginations of kids and families worldwide. This marks another important step to capture the full value of our assets as we drive our transformation to become an IP-driven, high-performing toy company.”
Mattel Television will be headed up by Adam Bonnett, whose work with The Disney Channel includes Hannah Montana, Descendants and Kim Possible. As yet, there are no specific details on any of the 22 projects, although Mattel has a wide portfolio of toy brands that includes the likes of Polly Pocket, Monster High, American Girl, Thomas the Tank Engine, Max Steel and Matchbox.