ITV Studios Strikes Games & Formats Deal with Mattel

October 7, 2009 World Screen

CANNES: ITV Studios is to develop several of Mattel’s family entertainment board-game brands into TV formats and multiplatform properties, which ITV Studios Global Entertainment will distribute worldwide.

 
The deal includes brands such as Scrabble, Pictionary and Uno. The agreement was brokered by ITV Studios and Creative Artists Agency on behalf of Mattel.
 
Barry Waldo, the VP of worldwide entertainment at Mattel, said: “We are delighted to be announcing our first-ever global TV format and multiplatform deal in collaboration with ITV Studios. As the world’s leading toy and games manufacturer, we believe our unrivalled portfolio of instantly recognizable brands will translate perfectly on screen. ITV Studios has already started developing several of our biggest and most popular games into a compelling slate of TV and multiplatform opportunities that will be launched to content providers around the world this autumn.”
 
Lee Bartlett, the managing director of ITV Studios, commented: “We’re delighted to be working with Mattel in bringing their unique collection of family entertainment brands to life for millions of viewers and users. These great properties come ready made with huge built-in fan bases, the ideal situation for any content provider around the world.”
 
Remy Blumenfeld, the director of formats at ITV Studios, added: “The lineup of Mattel properties gives us the chance to offer broadcasters some really popular presold concepts with immense flexibility. Game such as Scrabble and Pictionary are immediately recognizable brands that we can integrate into a brand-new gaming format or develop as stand-alone formats with our broadcast partners around the world.”
 
Paul Buccieri, the CEO and president at ITV Studios in the U.S., said: “This truly global partnership with Mattel is a great example of how ITV Studios can maximize its international reach and network of production companies to work effectively with properties with the global appeal of Mattel’s portfolio.”

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