Mattel Announces Playground Productions

By Justina Huddleston
October 2013

Variety is reporting that Mattel will begin creating original content for its many brands under new company Playground Productions.

This new division will be in charge of all aspects of creating entertainment for the company's brands, across all platforms. Many Mattel brands have already seen success with various animated releases; for instance, Barbie has starred in more than 25 animated movies, according to IMDB.

Mattel hopes that a successful live-action project will help familiarize families with their Max Steel action figure. A Hot Wheels animated project is also in the works. According to Variety, the company is relying on a "push to play" model - wherein their entertainment releases encourage kids to play with toys associated with the featured property.