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When Oscar-nominated producer Robbie Brenner joined Mattel in 2018, few could have predicted how swiftly the toy giant would evolve into a storytelling powerhouse. Brenner, known for Dallas Buyers Club, Burden, and Call Jane brought with her a deep-rooted belief in the power of purpose-driven cinema. Under her leadership, Mattel Studios has transformed from a new experiment into a creative ecosystem driving global content across film, television, and animation.
Now, as Mattel celebrates its 80th anniversary in 2025, Brenner’s vision is helping bridge the worlds of toys, storytelling, and culture, a strategy that is resonating strongly across global markets, including Asia-Pacific and India, where Mattel’s animation and preschool brands have long captured young hearts.
“I never expected to work in a toy company,” admitted Mattel Studios president and CCO Brenner during a conversation with Variety international features director Leo Barraclough at Mipcom 2025. “But when Mattel CEO Ynon Kreiz approached me, we immediately connected on storytelling. He said, ‘Let’s tell great stories that just happen to come from iconic brands.’ And that’s what we’ve been doing ever since.”
That vision came to spectacular life with Greta Gerwig’s Barbie, a record-shattering global success that redefined both the brand and the studio.
“When I first read Greta’s script, I was laughing and crying at the same time,” Brenner recalled. “It was funny, emotional, and fearless. Barbie became more than a movie, it was a movement.”
The film’s success has given Mattel a new creative blueprint: storytelling that feels authentic, inclusive, and deeply connected to contemporary audiences from theatrical blockbusters to preschool animation.
With an expansive portfolio of over 300 brands, Mattel is doubling down on animation and preschool content- two categories central to its growth in Asian countries.
“Our preschool slate is one of our most exciting areas,” said Brenner. “We’re continuing to expand beloved properties like Barbie: Life in the Dreamhouse, Hot Wheels: Let’s Race, and Thomas & Friends, while developing new animated worlds that bring joy and imagination to young audiences everywhere.”
One of Mattel’s key partnerships is with Aardman Animations on a reboot of Pingu, a property that enjoys a devoted fanbase in India and across Asia. “Working with Aardman is a dream,” Brenner noted. “Their craftsmanship and humour are timeless, we’re thrilled to reintroduce Pingu to a new generation.”
Mattel’s animation division, led by Animation creative head Sidney Clifton and Mattel Television content creative VP Rob David, is also developing a diverse pipeline of new projects that emphasise emotional storytelling and high-quality design from established brands to fresh originals that can travel globally.
“Animation is at the heart of Mattel’s storytelling DNA,” Brenner explained. “It’s a universal medium that transcends language and geography. That’s why it’s so critical to how we reach children and families worldwide.”
In a rapidly evolving entertainment landscape, Brenner’s strategy has been to break down traditional silos between film, television, and digital.
“Everything is interconnected now,” she said. “Some fans prefer live-action, others love animation or short-form digital. So we’ve unified our creative teams to make sure each brand can thrive across multiple formats.”
This approach is evident in projects like Masters of the Universe, which will exist across both theatrical and animated series, and Barbie, which continues to expand into animation, television, and new digital experiences. The unified studio model has also enabled Mattel to collaborate more seamlessly with international partners and distributors, paving the way for greater global reach.
Beyond Barbie and Masters of the Universe, Mattel Studios is working on a lineup of projects that range from high-octane action to emotional nostalgia, each tailored to the unique tone of its brand. Some of them are:
Matchbox: Directed by Extraction’s Sam Hargrave, starring John Cena and Jessica Biel, the action thriller premieres on Apple TV+ in 2025. The new, live-action feature film from Skydance and Mattel Films is inspired by Mattel’s iconic real-world die-cast toy vehicle line of the same name.
Barney: A heartfelt reimagining from Daniel Kaluuya and Ayo Edebiri (The Bear), offering a surprising emotional take on the purple dinosaur. Mattel and Daniel Kaluuya’s 59% Productions announced plans to co-develop/produce a Barney live action feature film with A24.
Magic 8 Ball: Mattel is developing a live-action television series based on the Magic 8 Ball, with M. Night Shyamalan and Brad Falchuk co-creating it, marking a bold creative leap for the company.
Polly Pocket: It is a live-action adventure starring Lily Collins, produced with Hello Sunshine and Amazon Studios.
American Girl, Rock’em Sock’em Robots, and other properties are also in active development highlighting Mattel’s commitment to diverse storytelling across audiences.
For Brenner, every success begins with a single principle: story first, brand second. “We don’t start with commerce,” she emphasised. “We start with character, emotion, and meaning. What makes this story worth telling? Why now? If it doesn’t move you, it won’t move audiences either.”
This mindset has positioned Mattel as a global creative partner of choice for filmmakers, writers, and animators alike including many from Asia, where Mattel’s franchises continue to inspire local adaptations and co-productions.
As Mattel marks its 80th year, Brenner reflects on what makes the company unique: its ability to dream, build, and inspire generation after generation.
“Mattel is about imagination,” she said. “From Barbie to Hot Wheels to Fisher-Price, these brands shaped our childhoods. Now, our mission is to tell stories that inspire the next generation- stories that entertain, uplift, and create happiness.”
And with Mattel Studios’ growing focus on animation, storytelling, and global collaboration, that mission seems well underway.
“The future,” Brenner concluded, “is just beginning and it’s filled with stories.”
Robbie Brenner on how Mattel is redefining storytelling and expanding its animation slate -