Mattel seals deal with ITV Studios

By Katie Roberts

October 8th 2009 at 9:55AM
Mattel seals deal with ITV Studios

Board-game brands to be developed into TV formats and multi-platform properties.

Mattel is teaming up with ITV Studios, striking a deal which will see some of its famous board game properties turned into TV formats and multi-platform offerings.

ITV Studios Global Entertainment will also distribute the content worldwide.
 
Barry Waldo, vice president of worldwide entertainment at Mattel, said: “We are delighted to be announcing our first-ever global TV format and multi-platform deal in collaboration with ITV Studios.

"As the world’s leading toy and games manufacturer, we believe our unrivalled portfolio of instantly recognizable brands will translate perfectly on screen.

"ITV Studios has already started developing several of our biggest and most popular games into a compelling slate of TV and multi-platform opportunities that will be launched to content providers around the world this autumn.”   
 
The new agreement will include some of Mattel’s best-known games brands such as Scrabble, Pictionary and Uno.
 
Lee Bartlett, managing director of ITV Studios said: “We’re delighted to be working with Mattel in bringing their unique collection of family entertainment brands to life for millions of viewers and users.

"These great properties come ready made with huge built-in fan-bases, the ideal situation for any content provider around the world.”
 
Remy Blumenfeld, director of formats at ITV Studios added: “The line-up of Mattel properties gives us the chance to offer broadcasters some really popular pre-sold-concepts with immense flexibility.

"Games such as Scrabble and Pictionary are immediately recognisable brands that we can integrate into a brand new gaming format or develop as stand-alone formats with our broadcast partners around the world.”
 
The deal was brokered by ITV Studios and Creative Artists Agency on behalf of Mattel.