MIPJunior Video Highlight: Mattel’s Josh Silverman

Josh Silverman, executive VP and chief franchise officer at Mattel, took part in a keynote conversation with TV Kids’ Anna Carugati at MIPJunior, discussing the toy giant’s evolution into an IP-driven company.

On Mattel’s move into ramping up its content portfolio based on its rich portfolio of brands, Silverman stressed that toys are still “fundamental to who we are and what we do. The tactile nature of toys is so fundamental to bringing our brands to life. We will always continue to innovate and create wonderful toys. CEO Ynon Kreiz saw an opportunity for us to expand into entertainment in a much more meaningful way. That’s been the journey.”