2018 is the year of change for US toy manufacturer, Mattel, with the company announcing the creation of its film division.
Mattel Films will be led by Academy Award nominated producer, Robbie Brenner. She will serve as executive producer of the division and will report to Mattel CEO and chairman, Ynon Kreiz.
The new film business will help extend Mattel's selection of IP across new categories.
Kriez said that Brenner is the ideal candidate to bring Mattel's IP to life.
“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.”
Brenner has held leadership roles in the entertainment industry for over 20 years including senior vice president positions at both Twentieth Century Fox and Miramax.
She produced the Academy Award nominated film Dallas Buyers Club, while her film Burden won a Sundance Film Festival Audience Award.
Speaking about her new position, Brenner said that she is excited to create new stories centred around Mattel's brands.
“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.”
Mattel Films was announced on 06 September.