{"id":26354,"date":"2023-12-08T08:50:28","date_gmt":"2023-12-08T13:50:28","guid":{"rendered":"https:\/\/dev2.worldscreen.com\/tvkids\/worldscreen.com\/"},"modified":"2023-12-11T09:38:07","modified_gmt":"2023-12-11T14:38:07","slug":"mattels-phil-breman","status":"publish","type":"post","link":"https:\/\/worldscreen.com\/tvkids\/mattels-phil-breman\/","title":{"rendered":"Mattel\u2019s Phil Breman"},"content":{"rendered":"<p>Mattel, whose Barbie fashion dolls inspired the box-office smash hit of 2023, has been growing its content slate across all genres. In particular, though, the toymaker has doubled down on its presence in the live-action space. Phil Breman, head of live-action development, is leading the charge in this area. He tells\u00a0<em>TV Kids <\/em>about creating co-viewing experiences the whole family can enjoy together.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignright\" src=\"https:\/\/newsletters.worldscreen.com\/tvkids\/img\/2023-12-07-Phil-Breman.jpg\" alt=\"***Image***\" width=\"155\" height=\"231\" \/><strong>TV KIDS:<\/strong>\u00a0What has led Mattel to ramp up its activity in the live-action space?<br \/>\n<strong>BREMAN:<\/strong>\u00a0Coming out of the pandemic, families seemed to rediscover \u201cfamily time\u201d and the joy of spending time together\u2014especially when it comes to sharing entertainment choices. However, much of the live-action content that has come out recently isn\u2019t really something the entire family can enjoy together. Considering much of our IP speaks to a wide variety of age groups, we felt we had an opportunity to generate ideas and concepts in the live-action space that would appeal to the whole family\u2014a true \u201cco-viewing\u201d experience for kids and parents.<\/p>\n<p><strong>TV KIDS:<\/strong>\u00a0What is guiding the current live-action strategy?<br \/>\n<strong>BREMAN:<\/strong>\u00a0Much like the overall Mattel brand, our strategy begins and ends with bringing the family together. We are so fortunate to have such a robust collection of beloved IPs that are also multigenerational. So, we take great care to create ideas that will appeal to both young and old. And since so many of our brands have such a dedicated and international fandom, we try to create concepts that generate new and exciting interpretations while staying true to their origins. Our live-action releases\u00a0<em>Hot Wheels: Ultimate Challenge\u00a0<\/em>and\u00a0<em>Barbie Dreamhouse Challenge<\/em>\u00a0are great examples of this, where audiences experienced very familiar brands in a whole new way. Our brands are some of the most recognizable names in entertainment, so being able to present audiences with the opportunity to embrace our content in new and exciting ways is at the forefront of our current and future live-action efforts.<\/p>\n<p><strong>TV KIDS:<\/strong>\u00a0What are some of the factors you consider when evaluating a brand for a live-action screen adaptation?<br \/>\n<strong>BREMAN:<\/strong>\u00a0We don\u2019t approach our content through a strict animation versus live-action lens; rather, we look to see which medium would serve the IP best. Each brand, whether it\u2019s Hot Wheels, [Masters of the Universe] or Barbie, is full of endless potential for both animated and live-action content, and many of our most iconic brands have been both at one point or another. When deciding between live action or animated, it really boils down to what medium we think the core audience of the brand will respond to best and how that strategy serves our characters and our stories most thoughtfully.<\/p>\n<p><strong>TV KIDS:<\/strong>\u00a0What are some of the core franchises leading the way for Mattel in live action?<br \/>\n<strong>BREMAN:<\/strong>\u00a0Our live-action slate is the strongest it\u2019s ever been. Both Hot Wheels and Barbie really shined this summer with the debut season of\u00a0<em>Hot Wheels: Ultimate Challenge\u00a0<\/em>on NBC and\u00a0<em>Barbie Dreamhouse Challenge<\/em>\u00a0on HGTV. We have\u00a0<em>Pictionary<\/em>\u00a0in its second season on FOX and CBS stations, as well as our second\u00a0<em>Monster High<\/em>\u00a0live-action movie, which debuted this fall on Nickelodeon and Paramount+. Each of these IPs brings something special to audiences and are exemplary pillars of our live-action efforts.<\/p>\n<p><strong>TV KIDS:<\/strong>\u00a0What\u2019s next for Mattel\u2019s live-action side of the business?<br \/>\n<strong>BREMAN:<\/strong>\u00a0Mattel is full of amazing properties that appeal to an array of diverse audiences, and I can see a range of live-action adaptations that present a new, creative iteration of each of our IPs. While we are not in a place to pull the curtain back quite yet, we do have some exciting projects in the works, and we\u2019re excited for fans to experience these IPs in a whole new and exciting way. Stay tuned!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The head of live-action development talks about creating co-viewing experiences the whole family can enjoy together.<\/p>\n","protected":false},"author":350,"featured_media":26355,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"pmpro_default_level":0,"footnotes":""},"categories":[15,21],"tags":[271,6155],"class_list":["post-26354","post","type-post","status-publish","format-standard","has-post-thumbnail","","category-interviews","category-top-stories","tag-mattel","tag-phil-breman","pmpro-has-access"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Mattel\u2019s Phil Breman - TVKIDS<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/worldscreen.com\/tvkids\/mattels-phil-breman\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mattel\u2019s Phil Breman - 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