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Insider Q&A: Mattel’s COO talks Barbie movie
Mattel is looking to the movies. The maker of Barbie and Hot Wheels, which has live-action films based on those toys in the works, says it wants to find new ways to be on more screens in front of more kids. These days, that takes more than a 30-second commercial.Big-screen movies are a first for 72-year-old Mattel, which has mostly relied on television ads, apps and straight-to-DVD movies to promote its toys.
A Hot Wheels film is also in development.Mattel will also be on TV starting April 7 on ABC, showing its search for the next big toy idea in a competition show called “The Toy Box.” Chief Operating Officer Richard Dickson says Mattel is making the winning toy now, and it will go on sale at Toys R Us stores after the series ends May 19.
