Toy giant Mattel plots video games invasion

The new Mattel Creations is seeking out developers to make games based on the likes of Thomas The Tank Engine, Bob The Builder and Barbie.

Mattel Creations formed in March, and saw the company merge its Playground Productions unit (movies) with Hit Entertainment (TV). It also encompasses the American Girl range of TV shows and YouTube videos.

In the initial announcement, Mattel said that the division is designed to support ‘theatrical, TV and digital content,’ but has told MCV this week that video games will form a major part of the new company’s remit.

A high-profile in the gaming industry is an important part of Mattel Creations’ overall content strategy, and partnerships with top-notch game developers and publishers are high on our agenda,” Christopher Keenan, Mattel’s senior VP and executive producer for global content development and production, told MCV.

We have an extensive portfolio of character and play-based properties and many of these are well-suited for game and app development. The possibilities are enormously exciting.”

Mattel is currently working on a Barbie movie, plus an animated series called Wellie Wishers.