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Mattel Set to Drive Into Premium Non-Pre School Series, Announce Dates for ‘Thomas & Friends’ Netflix Christmas Special
Delivering a leadership keynote at Mipcom’s MipJunior, Mattel’s Josh Silverman drills down on film-TV strategy post-‘Barbie.’
As it rolls out new animated series “Barney’s World” on Max and Cartoon Network and prepares a live-action “Barney” movie with Daniel Kaluuya, Mattel will be driving into live action non-pre school premium TV series to grow its brands and properties, Josh Silverman, Mattel’s chief franchise officer, announced on Sunday at his MipJunior leadership keynote at Cannes, entitled Beyond the Toybox: Shaping the Future of Play. “One area that we’re really looking to double down in as we move forward here – and we’ll certainly share more over the coming months – is our focus on developing and creating really high quality, premium scripted live action content. At MipJunior Silverman also drilled down on Mattel’s playbook, taking in four principles: Brand propose, consumer-centric innovation, cultural relevance – “We are timeless and timely,” he noted – and a franchise mindset.
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