Barbie, Shmarbie: Mattel CEO’s Media Strategy Is Far More Than One Movie

variety.com:

Andrew Wallenstein President and Chief Media Analyst While “Barbie” may have been a huge opening salvo in Mattel CEO Ynon Kreiz’s plan to turn toy brands into media IP, it’s just the beginning of a versatile long-term strategy that will extend far beyond the cinema to TV and gaming for the likes of “Monster High” and “Hot Wheels.” That was Kreiz’s message at his keynote Q&A at the Variety Entertainment & Technology Summit last week in Los Angeles, where he celebrated the big win the Warner Bros.

movie delivered for the toy company’s iconic doll — but put it in a broader context. Listen to the podcast here: “The ‘Barbie’ movie clearly is a big milestone and one that you can’t not see and appreciate,” he said on the latest episode of the Variety “Strictly Business” podcast, where the interview can be heard in its entirety. “But we have been consistently systematically and methodically executing our strategy even before the ‘Barbie’ movie came out.” Looking beyond movies, where Mattel has as many as 15 projects in active development, Kreiz pointed to 12 TV shows that Mattel is putting on TV and streaming platforms this year, including “Hot Wheels” for NBC and “Pictionary” on Fox.

He cautioned that his goal is more nuanced than tonnage. “This is not just about planting a TV series here or there,” he said. “It’s about a comprehensive approach to how we manage franchises with toys being a key and core capability.

It’s about creating multiple touch points with your fans, and [to] continue to grow that engagement that is very unique to what we can bring to the table.” “Strictly Business” is Variety’s weekly podcast featuring conversations with industry leaders about the business of media and entertainment.