Mattel creates a combined film and TV studio as it looks to replicate Barbie’s success

Mattel (NASDAQ:MAT) announced the formation of Mattel Studios. The toy maker is combining its film and television units to form the new entity as it looks to produce entertainment driven by its brands.

Mattel Films President Robbie Brenner, who joined the company in 2018, was named president and chief content officer of the combined unit. She will report to the company’s chairman and chief executive officer, Ynon Kreiz.

“Our vision for Mattel Studios is to collaborate with leading creators to make standout quality content based on Mattel’s iconic brands that will resonate in culture and appeal to global audiences,” stated CEO Ynon Kreiz in a statement.

The creation of Mattel Studios is seen by the company as strengthening Mattel’s (NASDAQ:MAT) position as a trusted partner for the world’s top creative talent across film and television.

Mattel’s (MAT) flagship brand is Barbie, which was used to launch one of the biggest movies of 2023. The company’s portfolio also includes Hot Wheels, Fisher-Price, Thomas & Friends, American Girl, Matchbox, UNO, Masters of the Universe, Polly Pocket, and Monster High.

For investors, the creation of Mattel Studios could create extra value as a potential spinoff candidate in the future.

The biggest film and TV studios in the U.S. include Disney Studios (DIS), Warner Bros. Entertainment (WBD), Universal Studios (CMCSA), Paramount Pictures (PARA), CBS Studios (PARA), Amazon Studios (AMZN), Lionsgate Studios (LION), and Sony Pictures (SONY).