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Mattel in latest multiplatform toy story

Playground Production, a multiplatform development and production arm, has been launched by Mattel, making it the latest Toyco to take direct control of the film and television second lives of its creations. 

Playground Production will be part of the Mattel Global Brands division. It will develop scripts and greenlight projects based on properties like Hot Wheels, He-Man, Barbie, Monster High and Max Steel.

“Playground Productions is dedicated to delivering impactful narratives that drive brand engagement across all the platforms kids love,” said Voss. “Storytelling is at the heart of every great character and franchise. From script development and story mapping, to film production and post-production, we have established a one-stop shop for modern, creative storytelling.”

Tim Kilpin, executive VP and general manager of Mattel Global Brands says: “By focusing on storytelling as part of the brand development process, we’re able to reinforce our global strategy of building new franchises, growing our core brands, and optimising entertainment.”

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