Location-based entertainment (LBE) has become a prominent trend, and intellectual property (IP)-driven companies like Mattel are already making a big impact in this space with plans to continue its expansion into new verticals beyond the toy aisle. The Toy Book spoke with Josh Silverman, Mattel’s Executive Vice President and Chief Franchise Officer for an exclusive look into how Mattel is thriving in this space and what we can expect from the company as it gears up for 2024.
“Location-based entertainment is an exciting and growing channel for companies like Mattel to provide fans with new, in-person experiences that help them create lasting memories with our iconic portfolio of brands, franchises, characters, and stories,” Silverman says.
Silverman joined Mattel in 2022 after holding previous leadership roles spanning 20 years at The Walt Disney Co. and Marvel. He was promoted to his current role of Executive Vice President and Chief Franchise Officer earlier this year and oversees LBE as well as franchise management, consumer products, publishing, promotions, live experiences, digital gaming, and licensed entertainment in addition to development, production, and distribution of television and streaming content.
Under his leadership, Mattel has launched or expanded several national and worldwide LBE experiences this year including Hot Wheels Monster Trucks Live, World of Barbie, Malibu Barbie Cafe, American Girl Live in Concert, the Hot Wheels Legends Tour, and Day Out with Thomas. According to Silverman, Mattel has received a strong consumer response to its expanding LBE efforts (Hot Wheels Monster Trucks Live has already announced 2024 tour dates).
Silverman notes it’s important for these experiences to cater to each brand’s audience. “For us, it’s about much more than just giving fans something to do — each individual execution needs to be a fit for the brand and its fanbase,” he explains. “Hot Wheels Monster Trucks Live, for example, features mind-blowing vehicles in a full-throttle experience that truly captures the challenger spirit of the Hot Wheels brand. World of Barbie, on the other hand, lets fans step into and explore the Barbie universe, and celebrate all the things they love about the brand. Whenever we can develop an execution that perfectly captures what the brand is about while giving fans a one-of-a-kind experience — that’s when we know we’ve accomplished something special.”
World of Barbie | Source: Mattel
Hot Wheels Monster Trucks Live | Source: Mattel
Malibu Barbie Cafe | Source: Mattel
Day Out with Thomas | Source: Mattel
With each activation, Mattel makes sure the experience is special for fans of all ages and generations, giving them a new, innovative way to connect and engage with the brands and characters they already know and love. LBE is an opportunity to expand the storytelling behind an IP and offers brand expansion opportunities with multiple touchpoints — including toys.
“Today, our fans can access their favorite brands, storylines, and characters across a myriad of touchpoints including live events, toys, TV, film, digital gaming, publishing, and more. Each one of our LBE executions delivers a fully immersive experience,” Silverman says.
Whenever we can develop an execution that perfectly captures what the brand is about while giving fans a one-of-a-kind experience – that's when we know we’ve accomplished something special.
Similar to the recent rise in doll sales in the aftermath of Barbie: The Movie, Silverman believes these types of entertainment experiences lend support to its retail partners. “A thoughtful, multi-category franchise flywheel guarantees that fans can access and enjoy our brands in special ways. Creating best-in-class experiences based on our iconic toys and brands generates overall franchise fanfare, which of course supports interest in and sales of our products.”
The Mattel Adventure Park will open next year. | Source: Mattel
The Mattel Adventure Park will open next year. | Source: Mattel
Looking forward, Mattel has already announced plans for the Mattel Adventure Park, set to launch next year in partnership with Epic Resort Destinations at the VAI Resort in Glendale, Arizona. The 9-acre amusement park is dedicated to Mattel’s portfolio of IP and promises fun for the whole family. The park will feature several iconic brands including, Hot Wheels, Barbie, Thomas & Friends, and more. Some attractions include the Hot Wheels Bone Shaker and Hot Wheels Twin Mill Racer roller coaster rides, a full-scale Barbie Beach House where visitors can get a closer look inside Barbie’s iconic closet in the Barbie Dream Closet Experience and relax at a rooftop bar and restaurant, a custom UNO climb structure, an immersive Masters of the Universe 4,500-square-foot laser tag arena, and more.
“At Mattel specifically, LBE is a rapidly growing category that we are very excited about and is a key part of our strategy to expand our brands outside the toy aisle. We look forward to continuing to grow our LBE strategy to provide fans with unforgettable experiences based on their favorite Mattel brands.”
For more on the convergence of toys and LBE, be sure to subscribe to The Toy Book for in-depth coverage in the months ahead.
