Mattel's New CEO Starts Movie Unit to Jump-Start Film Franchises
- Barbie, Masters of the Universe are key properties for Mattel
- Film division will be led by Hollywood producer Robbie Brenner
Mattel Inc. has launched a film division headed by an Oscar-nominated producer, an attempt by its new chief executive works to transform the toymaker into a Hollywood force.
Robbie Brenner, who’s been in the movie industry for two decades and produced 2013 Best Picture nominee “Dallas Buyers Club,” will run Mattel Films and report to CEO Ynon Kreiz, the company said. She’ll be tasked with addressing the long-standing critique that Mattel hasn’t turned its brands into successful movie franchises like rivals Hasbro Inc. and Lego A/S. In an era of unprecedented demand for entertainment content, Mattel has fallen behind.