Barbie, Hot Wheels, American Girl, He-Man and the Masters of the Universe… now add View-Master to the list of Mattel properties being readied for the big screen. The El Segundo toy maker entered into another deal with Metro Goldwyn Mayer Pictures (MGM) with plans to bring the famed 3-D viewer to life as a major motion picture.
Mattel Films and MGM will co-produce the film. Robbie Brenner, Mattel’s head of film and Cassidy Lange, MGM’s co-president of production will oversee production.
“Since the 1940’s, View-Master has inspired wonder and joy in children of all ages, creating huge opportunities for storytelling,” says Brenner. “MGM Pictures has tremendous expertise and a proven track record in capturing audiences’ imagination through film, and we’re proud to be partnering with them to bring another Mattel franchise to theaters.”
MGM is already working with Mattel on American Girl. Masters of the Universe is set up at Sony, and Warner Bros. has Barbie and Hot Wheels. Mattel Television is also ramping-up plans for 22 animated and live-action series based on 20 properties in the Mattel portfolio.
This news is the latest move in Mattel’s quest to transform itself into an IP-driven high-performing toy company.