CANNES — Robbie Brenner shared insights with Mipcom attendees about Mattel’s strengthened focus on television development and production following the consolidation of its Mattel Studios division under her leadership as president and chief content officer.
Speaking on Tuesday, Brenner engaged in a keynote discussion with Leo Barraclough, Variety’s international features director, during Day 2 of the Mipcom content market. She reflected on her remarkable transition from independent film producer to leading Mattel Studios, highlighting the unexpected success of “Barbie,” the company’s first feature film under the new regime established by CEO Ynon Kreiz. He recruited Brenner in 2018 as part of his broader vision to reshape Mattel into a significant player in media and entertainment alongside its toy and game ventures.
“It’s a rare opportunity to go to work and let your imagination run wild every day,” Brenner remarked about her position. She spoke highly of Mattel’s culture that emphasizes precision and innovation. She values the company’s legacy of “maintaining the integrity to create the best possible toys,” emphasizing her goal to “find ways to honor that legacy and celebrate the brands in a manner that’s intriguing, unconventional, and unexpected.”
Brenner elaborated on how Mattel carefully selects creative talents for its projects, including unique writers, directors, producers, and actors who resonate with the material. Travis Knight, the writer-director of Mattel’s upcoming film, “Masters of the Universe,” is described as a “fanboy” who grew up engaging with the action figures and understands their lore. The film, featuring Nicholas Galitzine, Camila Mendes, and Idris Elba, is set to premiere on June 5, distributed by Amazon MGM Studios.
“He truly understands the characters,” Brenner noted about Knight. “Watching his meticulous attention to detail has been a delight.”
The same sentiment applies to Daniel Kaluuya, who will bring a new interpretation of the beloved purple dinosaur for A24, with Ayo Edebiri co-starring. Stunt performer turned director Sam Hargraves is helming the upcoming “Matchbox” film featuring John Cena and Jessica Biel. Furthermore, a day prior to her appearance at Mipcom, the studio announced a collaboration with M. Night Shyamalan to create a series based on the classic Magic 8 Ball toy.
“Our television initiatives are a major focal point for us – I’m optimistic about our team’s direction,” Brenner expressed. Recently elevated from head of film, she now oversees TV as well. She believes that this alignment will result in enhanced outcomes.
“Historically, film and TV have operated independently at studios,” Brenner explained. “Today, the lines are so blurred… Having both functions unified under one umbrella allows us to determine the best path forward for each of these brands as they navigate their respective mediums, both on television and in theaters.”
(Pictured: Variety’s Leo Barraclough with Mattel Studios’ Robbie Brenner at Mipcom in Cannes on Oct. 14)
