Mattel is Expanding its Presence into Digital Gaming and Filmmaking
Elena Rahman — February 22, 2022 — Life-Stages
References: about.mattel & marketing-interactive
Mattel has unveiled its plans to increase its presence in consumer products, digital gaming, and filmmaking. It will bring non-toy merchandise to stores and the digital world as the toy industry continues to grow despite supply chain disruptions.
The company aims to innovate the Barbie brand further with a live-action film starring Margot Robbie. In addition, it will release animated Barbie specials as it launches its live-action series in collaboration with Nickelodeon. This year marks many new endeavors for Mattel as it has also signed a global licensing agreement for the Disney Princess and Frozen franchises. The deal includes Mattel's rights to develop lines of toys for Disney consumer products, including fashion dolls, figures, and small dolls.
Image Credit: Mattel
The company aims to innovate the Barbie brand further with a live-action film starring Margot Robbie. In addition, it will release animated Barbie specials as it launches its live-action series in collaboration with Nickelodeon. This year marks many new endeavors for Mattel as it has also signed a global licensing agreement for the Disney Princess and Frozen franchises. The deal includes Mattel's rights to develop lines of toys for Disney consumer products, including fashion dolls, figures, and small dolls.
Image Credit: Mattel
Trend Themes
1. Toy-branded Media Content - The trend of toy companies creating media content around their brands opens up opportunities for disruptive innovation in cross-platform marketing.
2. Non-toy Merchandise - The trend of toy companies bringing non-toy products to market is creating opportunities for innovation in product development and diversification.
3. Licensing Agreements - The trend of toy companies signing global licensing agreements with popular brands is creating opportunities for innovation in merchandising and marketing strategies.
Industry Implications
1. Toy Industry - The toy industry can capitalize on the trend of toy-branded media content by expanding their brand presence into the digital world and utilizing cross-platform marketing strategies.
2. Film Industry - The film industry can take advantage of toy companies' expansion into filmmaking by collaborating on productions, exploring new revenue streams, and experimenting with interactive storytelling.
3. Consumer Products Industry - The consumer products industry can benefit from the trend of toy companies creating non-toy merchandise by partnering with toy companies, developing innovative product lines, and exploring new markets and distribution channels.
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