‘New-stalgia’ On Demand: How Mattel Links Brands Across Generations
Last July, the executives at Mattel were celebrating the year anniversary of their billion-dollar box office baby “Barbie” at the Hollywood Bowl. After shattering global attendance records with Greta Gerwig’s cinematic adventure — based on the company’s most iconic brand — the team partnered on “Barbie the Movie: In Concert,” a live-scored screening of the Oscar-nominated film at the hallowed Los Angeles venue.
As the crowds awaited the start of the symphony, Josh Silverman, Mattel’s global head of consumer products and chief franchise officer, noticed more than one family playing a classic card game to pass the time before the amphitheater doors opened. And that game happened to be another one of Mattel’s enduring brands — a colorful card game that has helped teach generations of kids how to count and match hues.
“We saw a family playing Uno,” Silverman says. “And then we saw more. It was this amazing meta moment of a physical live experience that incorporated our brands. We didn’t hand out the Uno! It speaks to how deeply connected people are to our IP.”
Finding that kind of brand awareness and replicating it across mediums, from premium film and TV content, audio storytelling, digital games and live and location-based experiences, is all under Silverman’s purview at Mattel. The 80-year-old company has been invigorated with new life thanks to the tremendous success of 2023’s “Barbie,” and a mandate from its CEO Ynon Kreiz to transform from a retail toy company to a global content powerhouse.
“We refer to the consumer as a fan, because that’s how we deepen our connection and expand our aperture. We approach our brands as talent,” says Silverman, who joined Mattel in 2022 after more than 20 years with Marvel and Disney’s consumer products division.
It’s not that hard to imagine, given Barbie’s face was plastered on the Sphere Las Vegas so that astronauts could see her from space during the movie’s rollout. The challenge, now that Mattel has the attention of the world, is to build this kind of narrative for its entire product stable. Polly Pocket, He-Man, Magic 8 Ball, Rock ’Em Sock ’Em Robots? Get ready for your closeup.
The Joy Factory: How Mattel Keeps Its Enduring Brands Present in Pop Culture
“Whether it’s a T-shirt you see on the street, a costume you buy online, a book based on our characters, a song you hear, a show you watch or a live experience you buy tickets for, we want to authentically be there in that space with you,” Silverman says.
Now that inroads to the movies have been opened, Silverman and Mattel Films president Robbie Brenner are tackling a new frontier in premium scripted television.
“Historically in TV, we have focused on animation for the preschool and young adult categories. We’ll continue there, but scripted TV has huge untapped potential. It’s a real white space for us,” Silverman says. While he and his team will manage distribution of numerous unannounced TV projects in the works, Silverman credits Brenner and her team for “developing some incredible relationships that will result in elegant and sophisticated narratives.” Internally, Silverman and Brenner are focused on what Mattel describes as “new-stalgia.” Or, how to foster co-viewing experiences from adult parents who have affinity for — and nostalgia for — Mattel brands as they introduce their own pint-size consumers to everything from Barbie to Hot Wheels to the Fisher-Price Little People.
Then, of course, there’s the vertical integration dream come true: the theme park. The first Mattel Adventure Park is on track for a soft opening this year in Glendale, Ariz., just outside Phoenix. A second is already being mapped out in Kansas.
“This company started in a garage. We want to maintain an entrepreneurial spirit. At 80 years young, innovation and creativity are the heart of our intentions. Not just for toys, but content, products, events, publishing. It feels like the beginning,” Silverman says.
No doubt, Silverman is already thinking about branded Uno decks to help families pass the time in line at Mattel theme parks.
As the crowds awaited the start of the symphony, Josh Silverman, Mattel’s global head of consumer products and chief franchise officer, noticed more than one family playing a classic card game to pass the time before the amphitheater doors opened. And that game happened to be another one of Mattel’s enduring brands — a colorful card game that has helped teach generations of kids how to count and match hues.
“We saw a family playing Uno,” Silverman says. “And then we saw more. It was this amazing meta moment of a physical live experience that incorporated our brands. We didn’t hand out the Uno! It speaks to how deeply connected people are to our IP.”
Finding that kind of brand awareness and replicating it across mediums, from premium film and TV content, audio storytelling, digital games and live and location-based experiences, is all under Silverman’s purview at Mattel. The 80-year-old company has been invigorated with new life thanks to the tremendous success of 2023’s “Barbie,” and a mandate from its CEO Ynon Kreiz to transform from a retail toy company to a global content powerhouse.
“We refer to the consumer as a fan, because that’s how we deepen our connection and expand our aperture. We approach our brands as talent,” says Silverman, who joined Mattel in 2022 after more than 20 years with Marvel and Disney’s consumer products division.
It’s not that hard to imagine, given Barbie’s face was plastered on the Sphere Las Vegas so that astronauts could see her from space during the movie’s rollout. The challenge, now that Mattel has the attention of the world, is to build this kind of narrative for its entire product stable. Polly Pocket, He-Man, Magic 8 Ball, Rock ’Em Sock ’Em Robots? Get ready for your closeup.
The Joy Factory: How Mattel Keeps Its Enduring Brands Present in Pop Culture
“Whether it’s a T-shirt you see on the street, a costume you buy online, a book based on our characters, a song you hear, a show you watch or a live experience you buy tickets for, we want to authentically be there in that space with you,” Silverman says.
Now that inroads to the movies have been opened, Silverman and Mattel Films president Robbie Brenner are tackling a new frontier in premium scripted television.
“Historically in TV, we have focused on animation for the preschool and young adult categories. We’ll continue there, but scripted TV has huge untapped potential. It’s a real white space for us,” Silverman says. While he and his team will manage distribution of numerous unannounced TV projects in the works, Silverman credits Brenner and her team for “developing some incredible relationships that will result in elegant and sophisticated narratives.” Internally, Silverman and Brenner are focused on what Mattel describes as “new-stalgia.” Or, how to foster co-viewing experiences from adult parents who have affinity for — and nostalgia for — Mattel brands as they introduce their own pint-size consumers to everything from Barbie to Hot Wheels to the Fisher-Price Little People.
Then, of course, there’s the vertical integration dream come true: the theme park. The first Mattel Adventure Park is on track for a soft opening this year in Glendale, Ariz., just outside Phoenix. A second is already being mapped out in Kansas.
“This company started in a garage. We want to maintain an entrepreneurial spirit. At 80 years young, innovation and creativity are the heart of our intentions. Not just for toys, but content, products, events, publishing. It feels like the beginning,” Silverman says.
No doubt, Silverman is already thinking about branded Uno decks to help families pass the time in line at Mattel theme parks.