Amazon Ties Up with Mattel for American Girl Specials

SEATTLE: Amazon has entered into a multiyear deal with Mattel for the production of four live-action American Girl specials for Prime Video.

The agreement also includes options to produce multiple seasons of episodic content based on the property’s popular characters. Two of the specials will feature characters from the BeForever franchise and one will include Girl of the Year characters. The first special is due to debut later this year on Amazon Prime Video in the U.S., U.K., Germany and Austria.

“American Girl resonates strongly with kids and parents alike through its message of self-confidence, adventure, exploration and learning,” said Tara Sorensen, the head of kids’ programming at Amazon Studios. “Their research dives deep and adds rich layers to the IP that are unparalleled in this space which, in turn, will facilitate a truly enriched on-screen experience.”

“Amazon Studios has differentiated itself by creating shows that bring more than just entertainment to families,” noted Catherine Balsam-Schwaber, the chief content officer of Mattel. “Their focus on creating positive role models that both inspire and educate was an absolute perfect fit with Mattel’s mission of creating purposeful play. Partnering with Amazon shows our commitment to innovation and to bringing content to our customers where, when and how they want to watch it.”

“The Amazon Studios and American Girl ethos are so closely aligned,” added Juliana Chugg, Mattel’s global core brands officer. “American Girl’s roots are in creating smart, engaging content for girls. Amazon Studios will help us further our mission to champion and unite even more fans by bringing our popular characters to life in a whole new way. We can’t wait for families to enjoy the new American Girl specials together.”