Mattel Takes a Toy Off Hasbro’s Shelf to Make Movies

Love it or hate it, there’s no denying the power of the Transformers franchise — or the Michael Bay minefield of explosions in every other scene of the films. All together, the quintet of movies have made $4.37 billion at the box office.

Add to that, the two G.I. Joe movies and their modest $272 million profit, and Hasbro has made a nice little chuck of change on some pretty sweet toys from the 80s.

Mattel has finally come to its collective senses and realized they have a bevy of toys at its disposal, along with a pretty salty advertising budget and some stout marketing muscle.

CNBC is reporting the announcement of ‘Mattel Films.’

“Generations of children around the world have grown up with deep emotional connections to Mattel’s brands and characters,” [New Mattel Films Boss, Academy Award-nominated producer Robbie] Brenner said in a statement. “There are so many stories to be told and so many imaginations to be captured by these iconic brands.”

Evidently, this was some welcome news to shareholders as stock rose 3.7 percent in an hour as a result of the news.

You may have recognized a few of Mattel’s products in the Toy Story trilogy. Knowing how popular those movies were, it’s a miracle it took this long for Mattel to figure out the power of cinema for its cash register.

Imagine what Fisher-Price will look like animated and with a personality. Those ridiculously expensive American Girls may become the new rage (again). Hot Wheels may look good in real life going to loop-to-loop. The Sword of Omens will be raised high on Thundera very soon.

And don’t you know there will be about a dozen Barbie movies coming in production. Mattel is counting on it.

“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,” said Mattel Chairman and CEO Ynon Kreiz. “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.”

Brands to life. Indeed. Now let’s see what Sony and Mattel does in 2019 to resurrect this…

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