Mattel keeps its branded entertainment push in-house

11/6/2013 | Variety

Mattel owns major brands that are ripe for entertainment tie-ins, but it has mostly sat idle as rival Hasbro has made blockbuster hits out of "Transformers" and "G.I. Joe." The Hot Wheels- and Barbie-maker is now looking to make up some ground by launching Playground Prods., which will develop original TV, Web and game content centered around three-year storytelling plans. "We've got 50-plus years of creating unbelievable products and brands. We want to really focus on breaking new ground with entertainment," says Playground chief David Voss.

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