Mattel to Play in Its Own Sandbox With Playground Productions
Marvel Studios started a revolution when it took control of the film and television futures of many of its intellectual properties. Other companies have been trying to do much of the same, with toy giant Mattel now making the leap with Playground Productions.
Variety reports the in-house studio will handle everything from film television adaptations to books, webs series and video games. Playground Productions will develop scripts and greenlight projects based on properties like Hot Wheels, He-Man, Barbie, Monster High and the recently rejuvenated Max Steel.
“Playground Productions is dedicated to delivering impactful narratives that drive brand awareness and engagement across all the platforms kids love,” Playgound Productions’ David Voss said. “Storytelling is at the heart of every great character and franchise. From script development and story mapping, to film production and post-production, we have established a one-stop shop for modern, creative storytelling.”
The first project overseen by the new initiative will be Team Hot Wheels: The Origin of Awesome, a series follows the fun filled exploits of a quartet of kids racing through the streets of Hilly Woodlands on those familiar orange tracks. Jake and the Never Land Pirates animators Mercury Filmworks will handle the initial 22-minute origin, which will be followed by 11 two-minute shorts over the summer and then a fall-hitting 74-minute direct-to-video film.