Richard Dickson tells MIPTV audience how company has reinvented its key brands.
Mattel’s president and coo, Richard Dickson, has told an audience at MIPTV how he believes the company’s “best days” are ahead of it.
Richard was giving the keynote address at the TV marketplace in Cannes, where he discussed how Mattel creates engaging content, how it has reinvented its key brands and the introduction of global content arm, Mattel Creations.
Richard told the audience: “This is the first generation of kids who think and play like producers. They expect their toys to come to life in every dimension: on TV, online, in apps, in games, in theme parks and movies.
“That’s creating a whole new universe of opportunity.”
As well as changes to its Barbie brand – including the introduction of new sizes such as tall, petite and curvy, plus the arrival of Hello Barbie and a modern heroines-inspired line – Richard also talked about making infant and preschool brand Fisher-Price relevant to today’s parents and evolving Hot Wheels.
Looking ahead, Richard said: “Mattel is much more collaborative and advantageous than ever before.”
A follow up question and answer session with World Screen can also be viewed by clicking here.
