Mattel continues to consolidate its presence as a producer of audiovisual content, using its successful IPs from the world of licensing and consumer products. This was precisely what the conference on the second day of MIPJunior was about, with Josh Silverman, Chief Franchise Officer, highlighting the enormous performance of its latest titles and discussing the searches and needs it requires now.
Silverman began by outlining how Mattel‘s shift isn’t just a transition but an evolution that expands the company’s reach into entertainment. ‘we are a high-performance toy company, and it’s so core fundamental to who we are’, explained, ‘but we recognized the opportunity to expand and entertain in a much more meaningful way. This has led company to venture into film, television, digital games, live experiences, and publishing, as part of their strategy to diversify their engagement with audiences’.
Silverman highlighted how Mattel’s portfolio contains iconic, multi-generational IPs with near-universal awareness. He emphasized that the company has a wealth of recognizable franchises such as Barbie, Hot Wheels, and Masters of the Universe. These franchises serve as a powerful foundation for storytelling across multiple platforms. “We have an incredible toy box of toys to play with’, said, ‘and the opportunity for us to expand further into television, film, live experiences, and more is really exciting for us’.
Key to Mattel’s strategy is connecting with its fan base rather than just consumers, a distinction Silverman considers essential. ‘We think about really fans. And that’s an important nuance for us because it expands the aperture of how we engage with them’, he noted. This approach influences everything from product development to marketing and storytelling, ensuring that the company stays relevant while resonating with both current and future audiences. ‘We are constantly updating our playbook, as a strategic document guiding the company’s creative decisions. It is a living, breathing document’.
One of the most significant examples of Mattel‘s evolution is the 2023 Barbie film, which created a cultural moment, proving that the company is capable of creating significant pop culture milestones. The executive explained how this exemplifies the company’s intent to be both ‘timeless and timely’, honoring its 80-year legacy while looking ahead to the future of storytelling. He emphasized that maintaining authenticity and creativity is essential to company’s strategy of modernizing and re-imagining its IP for today’s audiences. ‘We wanna make sure that it’s not really about quantity for us. It’s about quality’, stated. The revival of classic franchises such as Monster High, Polly Pocket, and Barney serves as evidence of Mattel’s success in balancing heritage with innovation.
Also Silverman touched on the importance of cultural relevance in maintaining brand’s status as a global entertainment powerhouse. The company seeks to create new stories while staying true to the essence of its classic IPs. ‘We love to be concise. We really try to speak to and engage with our fans and our audience, understand how they feel about the opportunities within the portfolio’, added, underlining that the goal is to create narratives that resonate not just today, but well into the future.
