While “Barbie” may have been a huge opening salvo in Mattel CEO Ynon Kreiz‘s plan to turn toy brands into media IP, it’s just the beginning of a versatile long-term strategy that will extend far beyond the cinema to TV and gaming for the likes of “Monster High” and “Hot Wheels.” Looking beyond movies, where Mattel has as many as 15 projects in active development, Kreiz pointed to 12 TV shows that Mattel is putting on TV and streaming platforms this year,
Source: Barbie, Shmarbie: Mattel CEO’s Media Strategy Is Far More Than One Movie