How Barbie May Start A New Era Of Resurgent Toys From Mattel

Mattel may have the right playbook to become the next Marvel. That's the underlying takeaway from this New Yorker article about the early efforts of the Mattel Films division of the renowned toymaker whose flagship Barbie brand is featured in what will likely be one of the biggest blockbuster movie releases of the year. For a brand steeped in decades of intellectual property, the first task from Miramax veteran Hollywood exec Robbie Brenner was to bring together a team to "rummage through Mattel's toy chest and identify I.P. that could be fodder for Hollywood studios."

Then the team from Mattel would "help match properties with writers, actors, and directors; studios would provide all the funding. The brands, and audiences' familiarity with them, were their own form of currency." The potential for all of this effort to turn into an entertainment juggernaut is staggering. The division has already publicly announced 13 more films and has 45 total in development. This means Hot Wheels, Fisher Price, UNO, He-Man and many more recognizable brands will have films on the way, and Mattel will be cashing the licensing fee and royalty checks.