Mattel’s Media Makeover: CEO Ynon Kreiz Reshapes Toy Giant as Content Factory

Mattel’s Media Makeover: CEO Ynon Kreiz Reshapes Toy Big as Content material Manufacturing facility

Ynon Kreiz knew he was sitting on a “treasure trove” of IP when he took the reins of toymaker Mattel as CEO in 2018.

Mattel’s large vault of toy and sport manufacturers had the type of built-in viewers and multi-generational enchantment that make for four-quadrant hits. However first he needed to type out main points with Mattel’s struggling toy gross sales enterprise earlier than he moved into growth by ramping up content material manufacturing exercise, as Kreiz explains on the newest episode of Selection podcast “Strictly Enterprise.”

4 years later, Mattel is about to start manufacturing on a Barbie film directed by indie darling Greta Gerwig and starring Margot Robbie. The venture is an formidable prototype of Mattel’s effort to develop by including a content material dimension to its stability sheet. Lena Dunham, Tom Hanks and Vin Diesel are among the many notable creatives working with Mattel. The corporate has 14 films in growth and 20 TV collection and specials in some type of manufacturing.

“We want to entice one of the best creators on the planet to permit them to reimagine our manufacturers and interpret them by their very own lens to create an enticing expertise for audiences and shoppers,” Kreiz says. “We don’t make films to promote extra toys. We attempt to make films that folks wish to watch and tv content material that will likely be partaking and entertaining. The mandate to our artistic companions is to make nice content material that folks wish to watch, not attempt to promote extra toys.”

Kreiz got here to Mattel after a protracted profession in media and leisure. He was a co-founder with Haim Saban within the Nineties of Fox Children Europe. He subsequently served as CEO of Endemol and Maker Studios.

In the course of the dialog, Kreiz observes that the basics of Mattel’s toy enterprise isn’t too far faraway from Hollywood. Each are pushed by “large manufacturers and large IP,” he stated. Kreiz has hopes for a Marvel-like metamorphosis for Mattel because it will get extra artistic with content material.

“Marvel was a comic book guide writer, as everyone knows, however what was actually fascinating was the unimaginable IP that the corporate owned,” Kreiz stated. “Taking a look at that analogy, we all know in success that this may be transformative.”

“Strictly Enterprise” is Selection’s weekly podcast that includes conversations with business leaders concerning the enterprise of media and leisure. New episodes debut each Wednesday and could be downloaded on iTunes, Spotify, Google Play, Stitcher and SoundCloud.

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