Latest news with #RobbieBrenner
Fast Company
a day ago
- Entertainment
- Fast Company
From Hot Wheels to He-Man: Meet the Mattel exec charged with spotting toy stories with Barbie box office potential
When it comes to turning a beloved toy into a box office hit, it'd be hard to top 2023's Greta Gerwig-directed Barbie. But Mattel veteran Robbie Brenner, who produced the nearly $1.5 billion-grossing film, has no interest in resting on her laurels. In June, the toy company launched Mattel Studios, bringing together its film and TV efforts under Brenner. At the studio's president and chief content officer, Brenner now oversees more 15 projects in development, each with a unique twist. There's a Hot Wheels movie helmed by Wicked director Jon M. Chu, a horror-skewing adaptation of Barney being written by The Bear' s Ayo Edebiri, and an adaptation of the He-man property Masters of the Universe. Most recently, Mattel announced that it's working with Minions studio Illumination on an animated Barbie movie. I spoke to Brenner about how she chooses which intellectual property to develop into bigger projects, the importance of delivering both fan service and organic storytelling, and how she plans to replicate Barbie's success with another toy franchise. You came to Mattel from Miramax seven years ago. When you first started at Mattel, how did you take stock of what properties you wanted to develop into bigger projects? Where else do you come in your life, aside from Disney, where you have endless titles that you and your kids grew up playing with? When I came into the company, there were like 200 brands, either from Mattel or from buying other libraries or buying other companies. I looked at each title and used my intuition, to say like, okay, that title, that brand, that sounds like that could be like a big theatrical experience. And so I whittled it down to some 40 titles. Those were my starting block for building out this film division. Barbie was the last movie that I ever thought we were gonna make. Everybody has a relationship with Barbie, and that makes it even harder to find a way into that story. For us it was really Greta's love and affinity for Barbie, and her voice, which is so unexpected and authentic. That's the way we're trying to approach all these movies—doing things that feel like they have a reason to exist by working with these unique voices. Especially when we're consumed by our phones, the only way to cut through that is to do something that feels wholly unique in an authentic way. To be able to open up my rolodex and pair the filmmakers and writers I've worked with up with these brands has been so much fun. Did the success of Barbie change your approach to how you develop a project? You need a strong script and somebody that has the vision to tell the story in a way that feels different and interesting. That has always been a huge component of how we approach our IP. We're just keeping our heads down and trying to tell great stories. Barbie was certainly a once-in-a-lifetime phenomenon—one could only hope to replicate that. But we've got Masters of the Universe coming out next year, and it's the polar opposite to Barbie. It's this incredible spectacle that [director] Travis Knight has pulled off with the rich canon of characters and mythology. It'll be fun to show the world that we can do so many things. Similarly, [tk IP] Matchbox is a high-octane action movie, but it has so much heart. I'm sure a lot of people will compare everything we do to Barbie. Not everything can be Barbie. We look at these brands individually and we treat them individually. Sometimes we're going to make smaller movies that are just great stories that need to be told, and other times there will be just huge tentpole movies. I think as long as we continue to stick with our approach and vision, good things will come. Now that Mattel's TV and film efforts are unified, has your approach changed? You mentioned Disney as having a similarly rich IP library. Do you take inspiration from their approach? Movies and TV, theatrical and streaming, they're all very blurred lines right now. So I just look at it all holistically as content—short form, premium, scripted—and I want to work with the same writers and directors that I have relationships with. Mattel Studios is about aligning under one banner and looking holistically about where a brand is better sitting—as a television show or a movie. The philosophy is the same: telling great, unexpected stories with brave filmmakers. Over the next couple months, you'll see a lot of movement on television. We have a lot of shows in negotiation right now with incredible creatives. We're all working together to maximize the evergreen properties we have to make sure that we're franchising them in the best way so we're not stepping on each other. It's more synergy and made a lot of sense for all of us to sit together and work together to maximize Mattel's potential.
The Verge
07-07-2025
- Entertainment
- The Verge
Wicked's Jon M. Chu will direct Mattel's live-action Hot Wheels movie
Hoping to recapture the popularity of the Barbie movie that grossed over $1.44 billion worldwide, toy maker Mattel has announced that Wicked's Jon M. Chu will direct its upcoming live-action Hot Wheels movie, with Juel Taylor and Tony Rettenmaier, whose credits include Creed II and They Cloned Tyrone, writing the script. The film was first announced over three years ago with J.J. Abrams' Bad Robot also producing, but there are still no plot details aside from it being a 'high-octane action film' that will feature 'some of the world's hottest and sleekest vehicles.' With Apple's F1 having taken in over $290 million at the box office in just 10 days, there's potentially a renewed interest from audiences for movies featuring fast cars — or at least full-sized ones. Chu is best known for his directorial work on films that include Crazy Rich Asians, In the Heights, and Wicked, which received 10 Oscar nominations and has grossed over $750 million ahead of the sequel hitting theaters on November 21st. 'Jon's ability to craft rich, elaborate worlds with a distinct point of view makes him the ideal storyteller to bring Hot Wheels to life. His films are visual spectacles—true eye candy—but what sets them apart is how he weaves unforgettable narratives within those stunning frames,' says Robbie Brenner, President of Mattel Studios, in a press release from the toy maker today. Following the success of Barbie, Mattel announced several other film projects based on its most popular toy lines, in addition to Hot Wheels. These include movies based on Polly Pocket, the Masters of the Universe, the Magic 8 Ball, the card game Uno, Rock 'Em Sock 'Em Robots, and the American Girl Doll.
Express Tribune
07-07-2025
- Entertainment
- Express Tribune
Jon M. Chu to direct live-action ‘Hot Wheels' movie for Warner Bros. and Mattel
After the success of Wicked and Crazy Rich Asians, Jon M. Chu has been tapped to direct a live-action Hot Wheels movie, teaming up with Mattel, Warner Bros. Pictures, and J.J. Abrams' Bad Robot. The high-octane film will be based on Mattel's iconic die-cast toy car line, which has sold over 8 billion vehicles worldwide. While plot details remain under wraps, Hot Wheels is being billed as an action-packed adventure featuring some of the world's sleekest vehicles. Writers Juel Taylor and Tony Rettenmaier, known for They Cloned Tyrone and Creed II, have signed on to pen the script. Chu will produce the film alongside Abrams, Mattel's Robbie Brenner, and Michael Bostic, with studio executives from Warner Bros., Bad Robot, and Mattel overseeing the project. In a statement, Chu said, 'Hot Wheels has always been about more than speed, it's about imagination, connection, and the thrill of play. Bringing that spirit to the big screen is an incredible opportunity.' Mattel Studios' President Robbie Brenner praised Chu's vision, calling him 'the ideal storyteller' to bring Hot Wheels to life, adding that the film will blend 'visual spectacle' with 'unforgettable narratives.' The project marks a continued expansion of Mattel's cinematic universe following Barbie's global success. Other toy-based films in the works include adaptations of UNO, Polly Pocket, and Rock 'Em Sock 'Em Robots. No release date has been confirmed, but fans can expect Hot Wheels to hit the fast lane as the next big entry in Mattel's growing film slate.
Time of India
03-06-2025
- Entertainment
- Time of India
Mattel is combining film and television units to create Mattel Studios
HighlightsToy maker Mattel is merging its film and television divisions to establish Mattel Studios, aiming to create entertainment centered around its iconic brands, following the success of the 'Barbie' movie. Robbie Brenner has been appointed as president and chief content officer of Mattel Studios, reporting directly to chairman and chief executive officer Ynon Kreiz. Upcoming projects from Mattel Studios include a live-action 'Masters of the Universe' film set for June 2026, a 'Matchbox' theatrical release in fall 2026, and an animated movie featuring 'Bob the Builder' with actor Anthony Ramos. Toy maker Mattel is combining its film and television units to form Mattel Studios , it said on Monday, as the company seeks to produce entertainment driven by its brands and potentially repeat the commercial success of the "Barbie" movie. Mattel Films President Robbie Brenner , who joined the company in 2018, was named president and chief content officer of the combined unit. She will report to the company's chairman and chief executive officer, Ynon Kreiz. "Our vision for Mattel Studios is to collaborate with leading creators to make standout quality content based on Mattel's iconic brands that will resonate in culture and appeal to global audiences," Kreiz said in a statement. Mattel's biggest brand is Barbie and its portfolio also includes Hot Wheels, Fisher-Price, American Girl, Matchbox , Masters of the Universe , Polly Pocket and Uno. "Barbie," the 2023 film starring Margo Robbie and Ryan Gosling, grossed more than $1.4 billion in worldwide box office and received nine Oscar nominations. Mattel plans to release "Masters of the Universe," a live-action film inspired by the He-Man action figures, in June 2026, and "Matchbox," based on its miniature cars, is slated for a fall 2026 theatrical release The company has also developed television content like the animated series "Hot Wheels Let's Race" and "Masters of the Universe: Revolution." Jennifer Breslow, who previously was president of television and digital media at Legendary Entertainment, was named head of television at Mattel Studios. Other upcoming projects include "Bob the Builder," the brand's first animated theatrical movie featuring actor and singer Anthony Ramos voicing the lead character. Mattel also has a live-action "Polly Pocket" film in its pipeline, based on the tiny 1980s dolls.
Reuters
02-06-2025
- Business
- Reuters
Mattel is combining film and television units to create Mattel Studios
LOS ANGELES, June 2 (Reuters) - Toy maker Mattel (MAT.O), opens new tab is combining its film and television units to form Mattel Studios, it said on Monday, as the company seeks to produce entertainment driven by its brands and potentially repeat the commercial success of the "Barbie" movie. Mattel Films President Robbie Brenner, who joined the company in 2018, was named president and chief content officer of the combined unit. She will report to the company's chairman and chief executive officer, Ynon Kreiz. 'Our vision for Mattel Studios is to collaborate with leading creators to make standout quality content based on Mattel's iconic brands that will resonate in culture and appeal to global audiences," Kreiz said in a statement. Mattel's biggest brand is Barbie and its portfolio also includes Hot Wheels, Fisher-Price, American Girl, Matchbox, Masters of the Universe, Polly Pocket and Uno. "Barbie," the 2023 film starring Margo Robbie and Ryan Gosling, grossed more than $1.4 billion in worldwide box office and received nine Oscar nominations. Mattel plans to release "Masters of the Universe," a live-action film inspired by the He-Man action figures, in June 2026, and "Matchbox," based on its miniature cars, is slated for a fall 2026 theatrical release The company has also developed television content like the animated series "Hot Wheels Let's Race" and "Masters of the Universe: Revolution." Jennifer Breslow, who previously was president of television and digital media at Legendary Entertainment, was named head of television at Mattel Studios. Other upcoming projects include "Bob the Builder,' the brand's first animated theatrical movie featuring actor and singer Anthony Ramos voicing the lead character. Mattel also has a live-action 'Polly Pocket" film in its pipeline, based on the tiny 1980s dolls.
