Mattel Launches New Content Arm

Mattel has formed a new centralized content division, titled Mattel Creations, to help drive content across multiple platforms for the company’s portfolio of global brands.

April 6, 2018

2 Min Read

Mattel Creations will launch with new animated series and TV movie featuring the company’s brands.

Catherine Balsam-Schwaber, chief content officer, Mattel

Mattel has formed a new centralized content division, titled Mattel Creations, to help drive content across multiple platforms for the company’s portfolio of global brands.

Mattel’s chief content officer Catherine Balsam-Schwaber will head the new cross-portfolio content strategy. She will oversee all strategies for the new division, including development slates, programming and distribution opportunities and entertainment and talent relationships.

Additionally, Mattel has promoted Christopher Keenan to senior vice president of content development and production.

“Today, toys and content are increasingly inseparable,” says 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.”

Mattel has announced its first two content projects under the Mattel Creations banner: “Wellie Wishers,” based on its American Girl brand, and the Barbie Dreamtopia CGI movie special.

“Wellie Wishers” will has started production and will be delivered to broadcasters by the end of the year; while the new Barbie film has already been picked up by broadcasters around the world including Cartoon Network in Latin America, Super RTL in Germany, Pop TV in the U.K., MiniMini in Poland and Karusel in Russia.

"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,” says Keenan. “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."    

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