Mattel


Mattel content chief exits for NBCU

Mattel chief content officer Catherine Balsam-Schwaber has moved to NBCUniversal (NBCU) in a move that appears to end Mattel’s ambitions in the original programming space. Last year, Mattel trumpeted its hire of Balsam-Schwaber to lead production division Mattel Creations at MIPTV, but she has now joined NBCU’s crafts-focused online portal Craftsy as general manager. “We […]

Mattel & Fullscreen launch video network

Mattel has announced a partnership with Fullscreen to launch Fullscreen Family, a “brand-safe video network”. The partners will also create a Hot Wheels-focused digital content innovation team, which will allow Fullscreen’s content creators to use Hot Wheels iconography. Through Fullscreen Family, the partners will focus on creating content that engages a generation of digital-first consumers […]

Boat Rocker, Fisher-Price co-developing original

Canada’s Boat Rocker Media and toyco Fisher-Price are co-developing an original series based on a new property about fearless animals who fight to protect their community. Kingdom Force will be a coproduction of Mattel subsidiary Fisher-Price, Boat Rocker Studios and stablemate toon firm Industrial Brothers, and is part of what is described as “a unique […]

Henson hires kids TV veteran Maizes

The Jim Henson Company has hired Sarah Maizes as vice president of children’s entertainment. In the newly-created role at the kids producer and distributor she will focus on the production of preschool and older kids content. She joins Henson having been a producer on Dot., the kids show Randi Zuckerberg created and produced for TV […]

Mattel nabs Google Americas boss for CEO post

American kids entertainment company Mattel has hired the president of Google’s Americas business to become its new CEO. Margo Georgiadis will succeed Christopher Sinclair, who has been the toyco’s CEO and chairman since early 2015. Mattel owns UK-based kids TV producer and distributor Hit Entertainment (Thomas & Friends, Bob the Builder), and last year launched […]

Mattel’s Amazon series WellieWishers lands on Televisa

Mattel’s distribution division has sold its WellieWishers series to Televisa in Mexico. The animated kids series launched on Amazon earlier this year and has now been picked up by the Mexican TV giant. Televisa has already bought several Mattel series including Barbie, Monster High, Max Steel, Thomas & Friends. The girl-skewed 2D show is based aimed at […]

Mattel hires ex-Warner Bros. exec for sales

The content arm of US toy giant Mattel has hired a former Warner Bros. business development exec to become its VP, global content distribution and strategy. Justin Richardson takes on the new post to oversee distribution of content related at Mattel Creations to Thomas & Friends, Barbie, Hot Wheels, American Girl, Ever After High and […]

Mattel creates new content studio

Hit Entertainment parent Mattel has launched Mattel Creations, a new central content unit that will make original shows and projects based on the toy giant’s intellectual property. Mattel’s chief content officer, Catherine Balsam-Schwaber, is in charge of executing the multiplatform production push and will give a keynote address next week at MIPTV, discussing Mattel Creations. […]

Amazon making American Girl kids specials

Amazon has inked a deal with doll brand American Girl and will make a series of specials for its streaming service based on the Mattel-owned toy franchise. The agreement – described by Amazon as “multiyear and multimillion dollar” – initially covers four American Girl live-action specials. There are further options to develop series based on […]

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