Facing Struggling Sales Mattel Launches A Film Division

The closing of Toys R Us stores around the nation has hit the toy industry hard. One particular company that has been hit hard is Mattel, who saw its gross sales drop 10 percent in the second quarter. With struggling sales, they will be looking to take a page out of their rival Hasbro’s playbook to increase revenue.

Hasbro has done a great job at taking some of their toy lines and turning them into successful television shows, movies and online videos. One perfect example is their Transformers films, which have grossed over $4.37 billion at the international box office. They have also taken some of their other toy lines and produced online shows like Littlest Pet Shop, My Little Pony and G.I.J.O.E..

With that said CNBC is reporting that it’s creating a new division dedicated to developing and producing movies based on it’s iconic properties. Mattel Films will be helmed by Academy Award nominated producer Robbie Brenner who’s work includes Dallas Buyers Club, Mirror Mirror and The Fighter.

She said gave this statement about the announcement:
“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.”

Like Hasbro, Mattel has also ventured into web series releasing online shorts featuring their properties like Barbie, Monster High and Polly Pocket. They have also featured their most famous doll Barbie on many home release films, but never on a feature film not counting her appearance in Pixar’s Toy Story franchise.

With properties like the already mentioned Barbie doll and Hot Wheels, it will be interesting to see what properties they try to feature first. With as popular as Monster High is with girls, I wouldn’t be surprised if that film would hit the big screen before a Barbie film. Hot Wheels seems like it would also have some potential.

What properties do you think they should develop? Let us know in the comment section below!

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Source: CNBC

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