In July, the leadership team at Mattel gathered at the Hollywood Bowl to mark the first anniversary of their blockbuster hit “Barbie,” which had generated over a billion dollars in worldwide box office revenue. To celebrate this milestone, they organized “Barbie the Movie: In Concert,” an event that featured a live orchestra playing the score alongside a screening of the Oscar-nominated film inspired by Mattel’s flagship brand.
Unexpected Moments of Brand Engagement
While attendees were getting ready for the concert to begin, Mattel’s global head of consumer products and chief franchise officer, Josh Silverman, observed several families engaging with another of the company’s well-loved products. They were playing Uno, the popular card game known for its simple, colorful approach to teaching children about numbers and colors. “It was quite the meta moment,” Silverman remarked, noting the organic integration of Mattel’s products into such a live event without any direct promotion from the company. He added, “It really shows the deep connection people have with our intellectual properties.”
Expanding Brand Presence Across Multiple Platforms
Silverman is tasked with enhancing Mattel’s visibility not just through traditional means like toys and games, but also through films, digital experiences, and live events. The success of “Barbie” in 2023 has injected new vitality into the 80-year-old company, following CEO Ynon Kreiz’s strategy to transition Mattel from a toy manufacturer to a global leader in children’s entertainment.
“We see our consumers as fans, which helps us forge a stronger bond and broaden our reach,” explained Silverman, who joined Mattel in 2022 after over two decades at Marvel and Disney. He emphasized the potential of treating their brands as if they were characters or celebrities in their own right.
Setting the Stage for Future Endeavors
With the global spotlight now on Mattel thanks to “Barbie,” the challenge lies in crafting similar success stories for other toys in their portfolio, such as Polly Pocket, He-Man, Magic 8 Ball, and Rock ‘Em Sock ‘Em Robots. Silverman’s vision extends beyond just toys to creating a pervasive brand presence that includes apparel, books, music, television, and even live experiences. “Whether it’s a T-shirt, a costume, a book, a song, a show, or a ticketed event, we aim to be a part of that experience authentically,” he stated.
Moreover, with new opportunities in the film industry being explored, Silverman along with Mattel Films president Robbie Brenner are venturing into premium scripted television. While historically focusing on animated content for younger audiences, they see significant untapped potential in scripted TV for broader demographics. Silverman praised Brenner’s efforts in forging valuable partnerships that are poised to deliver sophisticated storylines. They are keen on creating what they call “new-stalgia,” aiming to captivate adult audiences who grew up with Mattel brands as they introduce these to their children.
From Toys to Theme Parks
An exciting development in Mattel’s expansion is the creation of theme parks. The first Mattel Adventure Park is slated for a soft launch later this year in Glendale, Arizona, with a second location planned in Kansas. “This company began in a garage, and we aim to keep that entrepreneurial spirit alive,” Silverman reflected. “At 80 years young, we are driven by innovation and creativity, not just in toys, but in all forms of content and experiences.”
As for the theme parks, Silverman is already considering the introduction of branded Uno decks to keep families entertained as they queue for rides, continuing to weave Mattel’s products into new and existing fan experiences.
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