Mattel, the toy maker known for popular brands like Barbie, Hot Wheels, and American Girl, has announced the hiring of Michelle Mendelovitz as the head of Mattel Television Studios. Mendelovitz, a former executive at Fox, Sony, Disney, Apple, and CBS, brings a wealth of experience in the entertainment industry. The move comes as Mattel aims to expand its content slate following the tremendous success of the "Barbie" movie at the box office.
According to Mattel Chief Franchise Officer Josh Silverman, the opportunity to connect with global audiences through high-quality storytelling has never been greater. He expressed excitement about the impact that Mendelovitz and Mattel Television Studios will have on expanding the company's content offerings.
Mattel Television Studios has previously produced TV shows based on the company's well-known brands such as Barbie, Thomas & Friends, and Hot Wheels. The studio has released a variety of content, including live-action shows, animated specials, and series. The company plans to continue this strategy and further expand its content slate under Mendelovitz's leadership.
This move aligns with Mattel's focus on maximizing the value of its intellectual property beyond the traditional toy aisle. CEO Ynon Kreiz emphasized this strategy during a recent earnings call, stating that the company is determined to capture the full value of its IP.
In addition to producing more content, Mattel also intends to bring its IP from the screen to the shelves. The company plans to launch new Barney content through TV, film, and YouTube videos in 2024, followed by a toy and product line in 2025. The animated series, "Barney's World," is set to debut on Cartoon Network and Max next year.
Overall, Mattel's hiring of Michelle Mendelovitz as the head of Mattel Television Studios reflects the company's commitment to expanding its content offerings and leveraging its IP in new and innovative ways. With Mendelovitz's extensive experience in the industry, Mattel is well-positioned to continue its success in the entertainment sector.