Mattel has formed Mattel Creations, a centralized content division that will leverage the company’s global brands and library of properties to drive content across multiple platforms including theatrical, television, and digital.
Mattel’s Chief Content Officer Catherine Balsam-Schwaber, who joined Mattel in September, will head the cross-portfolio content strategy. Mattel has also promoted creative executive and producer Christopher Keenan as senior vice president, content development and production.
Mattel Creations comes to market with an extensive library of brands and properties to accelerate and maximize Mattel’s content development and distribution activities. As chief content officer, Balsam-Schwaber will oversee all strategies for the new division, including development slates, programming, and distribution opportunities, as well as entertainment and talent relationships. [Read more...]