Mattel Thinks 'Beyond Toys' to Expand Iconic Brands Like Barbie

Toymaker is moving into movies and games

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The world of toys has gone far beyond dolls and action figures on store shelves, and Mattel is taking its well-loved brands to a new realm: screens.

Janet Hsu, chief franchise management officer at Mattel, told Adweek the toy behemoth’s priority now is bringing its properties—which include Hot Wheels, Barbie, American Girl and Fisher-Price—to life in ways beyond physical toys.

From games and films to other content platforms, the change is paramount for Mattel’s modern era, she said, and “expanding our voice.”

“This multi-platform content is actually really the catalyst to drive the franchise in a meaningful way outside of toys and beyond toys,” Hsu said.



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