Mattel’s strategic shift: pioneers in the world of entertainment
Mattel, under CEO Ynon Kreiz, is in the midst of a transformation, reinventing itself from a traditional toymaker to a full-spectrum entertainment entity. This strategic pivot is not just about increasing toy sales; it’s an expansive move to integrate Mattel’s iconic brands into various forms of media and entertainment, creating multidimensional engagement with its audience. Mattel is leveraging its popular toy lines, such as Barbie, Hot Wheels and American Girl, across films, digital games and series, aiming to create a cohesive universe that can engage children and adults alike. The company is aggressively expanding its digital footprint with interactive content…
