By Gary Symons
TLL Editor in Chief
In a move with major implications for licensing, Mattel, Inc. has announced the formation of Mattel Studios, a new division that consolidates the company’s film and television operations under one banner.
Mattel says the move is part of a broader strategy to expand the entertainment footprint of the toy and media giant. The formation of Mattel Studios reflects the company’s ongoing shift from toy manufacturing to multi-platform content creation, leveraging iconic brands such as Barbie, Hot Wheels, and Masters of the Universe across media.
The move also reflects a long-growing trend among toymakers, who have essentially closed the circle of entertainment and toy licensing by producing their own films and series, based on their own intellectual property.
LEGO, the world’s largest toymaker by revenue, has been particularly successful in film production, and Canadian competitor Spin Master has also done very well with its Paw Patrol franchise. American toy producer Hasbro also has a long history of involvement in film and television, such as its lengthy run of series and films for the Transformer brand.
But Mattel can point to the massive success of its Barbie film, which dominated the box office in 2023.
To replicate that success, Mattel is making major moves to establish a successful studio.
Robbie Brenner, previously President of Mattel Films, has been promoted to President and Chief Content Officer of Mattel Studios. A two-time Academy Award nominee, Brenner will continue to report to Mattel Chairman and CEO Ynon Kreiz.
“Robbie’s relationships, track record, and expertise in leading the creative process for brand-led content will strengthen Mattel’s position as a trusted partner for the world’s top creative talent,” said Kreiz in a statement.
Brenner joined Mattel in 2018, and has overseen a growing slate of film projects based on Mattel’s intellectual properties. Under her leadership, two major films are currently in production: Masters of the Universe, slated for release in June 2026, and a Matchbox live-action film scheduled for fall 2026.
In her expanded role, Brenner will lead both film and television content development. As part of the new structure, Jennifer Breslow has been appointed Head of Television, while Darian Lanzetta and Tom McNulty join as Senior Executives, Film, all reporting to Brenner.
Breslow brings experience from previous roles at Legendary Entertainment, Netflix, ABC, and The CW. Lanzetta joins from Creative Artists Agency, where she helped build Mattel’s existing entertainment slate. McNulty, with over two decades in the film industry and $2 billion in global box office contributions, adds further production expertise.
Mattel Studios is planning the release of 14 television series and specials this year, with an additional 12 in production and more than 30 in development.
As part of this expansion, Mattel Studios last week revealed that filmmaker Gerard Johnstone (M3GAN, Housebound) will direct a live-action theatrical adaptation of Monster High.
The project is being developed with Universal Pictures and Academy Award-winning producer and screenwriter Akiva Goldsman under his Weed Road banner. The film will offer an original story based on Mattel’s popular fashion doll line, which reimagines the children of legendary monsters navigating high school life.
“Gerard’s unique vision and genre-blending style make him the perfect fit for this film,” said Brenner. “Monster High is a fan-favorite franchise with endless storytelling potential, and we are thrilled to reimagine it in a monstrously exciting way with Gerard at the helm.”
Johnstone, known for his breakout success with M3GAN, which grossed over $180 million worldwide, expressed excitement about the opportunity.
“With Barbie, Mattel Studios demonstrated they’re not afraid to take bold swings,” he said. “What makes Monster High so exciting for me is the opportunity to play in the sandbox of so many iconic monster myths. I can’t wait for audiences to step into the weird, wonderful world of misfit magic we’re about to create.”
Goldsman, who is also producing Mattel’s upcoming Major Matt Mason starring Tom Hanks, added that Monster High holds personal meaning for him.
“My daughters grew up loving the dolls and what they represent. Gerard’s work is sharp, daring, and full of heart. He’s exactly the director this film needs.”
Alongside Monster High, Mattel Studios has 15 film projects in development, including American Girl, Barney, Bob the Builder, Hot Wheels, Magic 8 Ball, Polly Pocket, Rock ‘Em Sock ‘Em Robots, Thomas & Friends, UNO, View-Master, Whac-A-Mole, Wishbone, and the holiday drama Christmas Balloon.
Two live-action movies are currently in production: Masters of the Universe, set for theatrical release on June 5, 2026, and Matchbox, scheduled for Fall 2026.
Mattel says its ambition is to become a leading player in entertainment content derived from toy-based IP.
According to CEO Ynon Kreiz, “Our vision for Mattel Studios is to collaborate with leading creators to make standout quality content that will resonate in culture and appeal to global audiences.”
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