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Mattel is Launching a Film Division

Mattel, home to the Barbie, He-Man and the Masters of the Universe, Hot Wheels, Max Steel and Monster High franchises is redoubling its efforts in the entertainment industry by launching a new film division.

The toy maker announced Thursday that it is launching Mattel Films to focus on developing and producing motion pictures based on the company’s toy brands.

The group will be led by producer Robbie Brenner, who was previously a partner and president of the film division at the production and talent management company The Firm, as well as president of production at Relativity Media and a senior vice president at both 20th Century Fox and Miramax. Brenner was nominated for an Academy Award in 2014 for Dallas Buyers Club, and this year she was a Sundance Film Festival audience award winner.

Chairman and CEO Ynon Kreiz shared his excitement in a statement,

“Mattel is home to one of the world’s greatest portfolios of beloved franchises, and the creation of Mattel Films will allow us to unlock significant value across our IP. Robbie is a gifted storyteller and a highly respected filmmaker with deep relationships in entertainment. She is the perfect leader to bring our celebrated brands to life.”

Mattel had been developing Barbie and Masters of the Universe films with Sony, with Barbie pushed back to 2020. There’s no word on whether the status of those projects will be affected by the Mattel Films division, or if they will be taking them over.

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Shannon Toohey is Editor-In-Chief of FanFest.com. She graduated from Hofstra University in 2015 with a B.A. in Journalism from the Lawrence Herbert School of Communications. Shannon has been a proud member of the Fan Fest team since 2013. Tweet her in your prettiest bird voice: @shannontoo