Toys have long been thought of as the after effect of a franchise. Its an additional revenue stream after TV and movies established the characters or its been a longstanding toy that is turned into a movie. But in the new age of toy companies leveraging their assets in savvier ways – Mattel is revolutionizing their R+D process. Instead of relying on Hollywood to drive the ship – Mattel is taking matters into their own hands. They asked their developers for new toy ideas that can be turned into properties – took the top five and picked the best one. By creating a new line of toys with its own back story and hiring producer Neal Mortiz (Fast and the Furious), Mattel is taking control of their ‘transmedia’ options. Transmedia being the ability to spinoff their product into every conceivable market. – play with, see, hear and eat. Now they can control all parts of the process. By exercising more control over the creative – Mattel will enjoy more equity and more financial responsibility for the product.
Headsets & Highballs
