Robbie Brenner Steps Up TV Production at Mattel Studios: Mipcom

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Mattel Studios Focuses on TV Development Under Robbie Brenner’s Leadership

CANNES — At Mipcom, Robbie Brenner announced that Mattel Studios is ramping up its TV development and production efforts under her leadership as president and chief content officer. The toymaker is prioritizing this expansion now that the studio arm has been unified under Brenner’s direction.

In a keynote address at Mipcom, Brenner shared her journey from independent film producer to leading Mattel Studios. She highlighted the success of “Barbie,” Mattel’s first feature film under the new leadership of CEO Ynon Kreiz. Kreiz recruited Brenner in 2018 to drive the company’s transformation into a media and entertainment firm alongside its toy and game businesses.

Reflecting on her role, Brenner expressed her admiration for Mattel’s culture of innovation and attention to detail. She aims to honor the company’s legacy by finding new and unexpected ways to celebrate its iconic brands.

Brenner explained how Mattel collaborates with creative talents who have a deep connection to the material they are working on. For example, Travis Knight, the writer-director of “Masters of the Universe,” grew up playing with the action figures and brings a fan’s perspective to the project. The film, starring Nicholas Galitzine, Camila Mendes, and Idris Elba, is set to be released on June 5 by Amazon MGM Studios.

Television is also a priority for Mattel Studios, with projects like a new take on the Magic 8 Ball toy in development with M. Night Shamalayan. With Brenner now overseeing both film and TV, she believes that the tighter alignment will lead to greater success for the studio’s projects.

“Everything really is so blended today….For us to all exist under the umbrella together — we figure out what is the best past forward for each one of these brands to navigate that together as television and theatrical,” Brenner explained.

(Pictured: Variety’s Leo Barraclough with Mattel Studios’ Robbie Brenner at Mipcom in Cannes on Oct. 14)