Mattel Launches Centralized Content Creation Division

EL SEGUNDO: Mattel Creations is a new division at the toy giant encompassing theatrical, television and digital content that will be led by Catherine Balsam-Schwaber.

Balsam-Schwaber joined Mattel in September 2015 as chief content officer. She will oversee development slates, programming and distribution opportunities and entertainment and talent relationships at the unit. Christopher Keenan has been tapped as senior VP of content development and production, overseeing a centralized programming team that includes Playground Productions in El Segundo, the HIT content creation team in London, and the American Girl content creation team in Middleton. Based out of Mattel’s El Segundo offices, he reports to Balsam-Schwaber.

“Today, toys and content are increasingly inseparable,” said Balsam-Schwaber. “More than ever, children expect play experiences that seamlessly combine toys, content and stories in an imaginative and engaging way. By leveraging the power of our global consumer brands, our goal with Mattel Creations is to build and amplify these integrated play experiences on a global scale, in ways that will resonate with children and parents alike.”

“This is an incredibly exciting time to expand my role at Mattel, and to bring the talents and expertise of multiple content teams together under a single, creative banner,” Keenan added. “Mattel and its brands are known for their enduring, iconic characters and our goal is to grow deeper engagement with consumers through compelling content on a variety of platforms. With incredible in-house creative resources and best-in-class partners, the Mattel Creations team is truly poised to be a leader in entertainment content for children and families.”

Mattel heads to MIPTV with two new projects under the Mattel Creations banner. WellieWishers is a 26×11-minute 2D-animated series for girls ages 5 to 7 from the American Girl brand. Barbie Dreamtopia is the latest CGI special for the iconic doll. The 44-minute production has been acquired by several broadcasters, including Cartoon Network Latin America, Super RTL in Germany, Pop TV in the U.K., MiniMini in Poland and Karusel in Russia.

Also at MIPTV, Mattel’s president and COO, Richard Dickson, will deliver a keynote address and accept the MIPTV 2016 Brand of the Year award on behalf of the company. Balsam-Schwaber will speak at the Brands & Online Video Lunch Summit and will be interviewed by Fullscreen’s Kevin McGurn at the company’s Digital Fronts session at the market.