Robbie Brenner is making significant strides in TV production at Mattel Studios as the renowned toymaker gears up to bring its popular franchises like ‘Masters of the Universe,’ ‘Matchbox,’ and ‘Barney’ to the silver screen. With her recent appointment as president and chief content officer, Brenner is poised to transform Mattel into a powerhouse of media and entertainment alongside its traditional toy business.
CANNES — At Mipcom, Robbie Brenner shared her vision for elevating Mattel’s TV development under her leadership. Speaking with Leo Barraclough, Variety’s international features director, she recounted her transition from independent film producer to head of Mattel Studios. Highlighting the success of “Barbie,” Mattel’s inaugural feature film, Brenner underscored CEO Ynon Kreiz’s strategy to evolve the company into a multifaceted media entity.
“It’s a rare privilege to dream every day at work,” Brenner said of her new role. She admired Mattel’s culture of precision and creativity, valuing its legacy of crafting top-quality toys. Brenner’s mission is to honor and celebrate the brands by presenting them in innovative and unexpected ways.
Discussing Mattel’s approach to projects, Brenner emphasized the importance of engaging creative talent who resonate with the material. Travis Knight, the writer-director of “Masters of the Universe,” was highlighted for his passion and understanding of the franchise. With stars like Nicholas Galitzine, Camila Mendes, and Idris Elba, the film is set for a June 5 release, distributed by Amazon MGM Studios. “He knows the characters,” she stated about Knight, commending his meticulous attention to detail.
The conversation also touched on other upcoming projects. Daniel Kaluuya is reimagining Barney with Ayo Edebiri, under A24’s banner. Meanwhile, Sam Hargraves is directing the “Matchbox” feature starring John Cena and Jessica Biel. Brenner’s team also announced a collaboration with M. Night Shyamalan to develop a series inspired by the iconic Magic 8 Ball toy.
“Television is a big push for us—I feel good about where my team is,” Brenner remarked. Since June, her expanded role to include overseeing TV signifies a strategic alignment within Mattel Studios. “Everything historically has been so separated between film and TV at studios,” Brenner explained. “Everything really is so blended today…. For us to all exist under the umbrella together — we figure out what is the best path forward for each one of these brands.”
