Mattel, the toy company, is branching out. The Hollywood Reporter has word that the company has announced the development of 22 animated and live-action TV programs, all based on its storied brands and franchises. They slate of shows will be a mixture of live action and animation and will be available on multiple platforms.
The announcement comes shortly after the hiring of Adam Bonnett, a 21-year former Disney Channel employee who was behind Hannah Montana and Kim Possible, as executive producer of Mattel Television. Coincidentally, the 2019 American International Toy Fair is underway in New York as of today, February 15.
“With the proliferation of broadcasting and streaming platforms, there is a growing demand for high-quality content driven by global brands,” said Mattel CEO Ynon Kreiz. “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 to the full value of our assets as we drive our transformation to become an IP-driven, high-performing toy company.“
Mattel did not give any specific titles or brands that are being developed but promised that the shows will be a wealth of genres, including action/adventure, comedy, game shows, and more. Their aim is to appeal to a wide range of potential audiences, including boys and girls from toddlers to preschoolers to tweens, teens and families. With such brands as Barbie (which has its own movie in development), Hot Wheels (which also has its own movie in the pipeline) and Masters of the Universe, there are no shortage of options to pull from.
