Phil Bremen | Source: Mattel Television/The Toy Book

Mattel is ramping up its efforts to create both scripted and unscripted live-action TV projects.

Mattel Television tapped industry veteran Phil Breman to serve as its new vice president, live-action development. Breman joins the company from NBC Universal where he most recently managed creative for a variety of projects, including Manifest, Unbreakable Kimmy Schmidt, and Will & Grace as vice president of current programming.

Breman will report to Fred Soulie, who joined Mattel Television as senior vice president and general manager last year.

“Mattel has one of the world’s most recognizable and beloved portfolios of brands,” Breman says. “There is such a rich history and strong emotional connection to these brands and the potential to create stories that will resonate with both kids and adults is truly unlimited.”

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Mattel Television has nearly 20 shows and specials in production with more than 25 in development, including live-action projects such as The UNO Game Show, Barbie Fashion Battle, and Whac-A-Mole. On the animation front, Mattel Television’s big year includes a pair of projects based on Masters of the Universe for Netflix, a reinvention of Thomas & Friends, and the recently-released Barbie: Big City, Big Dreams.

“This is an exciting time for Mattel Television. Phil offers a wealth of knowledge in television development and current series programming for cable, broadcast, and streaming, and will be invaluable as we continue to create compelling programming driven by our iconic suite of brands,” Soulie says

Beyond the small screen, Mattel Films has more than a dozen features in various stages of development, including titles based on American Girl, BarbieBarneyHot WheelsMagic 8 Ball, Major Matt Mason, Masters of the Universe, Polly Pocket, Rock ‘Em Sock ‘Em RobotsThomas & FriendsUNOView-Master, and Wishbone.