As part of a growing effort to extend its franchises as entertainment brands, toymaker Mattel has announced plans to develop a slate of 22 animated and live-action tv programs based on its toy lines and characters.
The company will develop the programs through Mattel Television, an internal division focusing on creating episodic content for multi-platform distribution. In a press release, Ynon Kreiz, chairman and CEO of Mattel, noted that its focus on series production comes as a response to the growing demand for content from “the proliferation of broadcasting and streaming platforms.”
Mattel’s episodic efforts will be led by Adam Bonnett, a 21-year Disney Channel veteran who was hired as an executive producer earlier this month. At Disney, where Bonnet was Disney Channels Worldwide executive vice president of original programming, he oversaw shows like Hannah Montana, Descendants, and Kim Possible.