Mattel plunges into theatrical feature film production

Global toy and play company, Mattel has announced the creation of Mattel Films, a new division of the company focused on developing and producing motion pictures, based on the company’s iconic and globally-recognised franchises. (AWN reports)

Mattel is known for notable brands including American Girl, Barbie, Fisher-Price, Hot Wheels and Thomas & Friends. Oscar nominated producer Robbie Brenner has been brought on board to lead Mattel Films as executive producer. She will report to Mattel chairman and CEO Ynon Kreiz.

“Mattel is home to one of the world’s greatest portfolios of beloved franchises, and the creation of Mattel Films will allow us to unlock significant value across our IP. Robbie is a gifted storyteller and a highly respected filmmaker with deep relationships in entertainment. She is the perfect leader to bring our celebrated brands to life,” commented Kreiz.

Robbie Brenner

Brenner was nominated for an Academy Award for Best Picture for Dallas Buyers Club, and her film Burden was a 2018 Sundance Film Festival Audience Award winner. She has served in multiple leadership roles in the entertainment industry for the last two decades, including partner and president of the film division at The Firm, as well as president of production at Relativity Media. Brenner also ran the classics division at Davis Entertainment and was also the senior vice president at both Twentieth Century Fox and Miramax.

According to Brenner, “Generations of children around the world have grown up with deep emotional connections to Mattel’s brands and characters. There are so many stories to be told and so many imaginations to be captured by these iconic brands, and I look forward to working with Ynon and his team to do so.”

In addition, Brenner has overseen the production of dozens of movies, including Academy Award-winning The Fighter; the Snow White Adaptation Mirror Mirror, starring Julia Roberts; the 3D epic, Immortals; the highly successful Nicholas Sparks book adaptations Dear John and Safe Haven. Brenner was also pivotal in the acquisition of the Sundance documentary Catfish, which became a cultural sensation, as well as Joseph Gordon Levitt’s directorial debut, Don Jon.

In recognition of her pioneering work, she was invited to join the executive branch of the Academy of Motion Picture Arts and Sciences in 2015.