Mattel strikes deal with Amazon to bring American Girl to Prime

Under the partnership, the pair will produce four live-action specials with the option for episodic content left open.
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Amazon has signed a multi-year, multimillion dollar deal with Mattel to produce four live action specials based on American Girl.

The deal also leaves the option to produce multiple seasons of episodic content based on the brand’s hit characters open for discussion.

Two of the specials will feature characters from the BeForever franchise and one of the specials will star characters from the Girl of the Year franchise.

The first special is scheduled to premiere on Amazon Prime video in the US, UK, Germany and Austria later this year.

“American Girl resonates strongly with kids and parent alike through its message of self confidence, adventure, exploration and learning,” said Tara Sorensen, head of kids programming, Amazon Studios.

“Their research dives deep and adds rich layers to the IP that are unparalleled in this space which, in turn, will facilitate a truly enriched on-screen presence.”

Catherine Balsam-Schwaber, chief content officer of Mattel, added: “Amazon Studios has differentiated itself by creating shows that bring more than just entertainment to families.

“Their focus on creating positive role models that both inspire and educate was an absolute perfect fit with Mattel’s mission of creating purposeful play. Partnering with Amazon shows our commitment to innovation and to bringing content to our customers where, when and how they want to watch it.”

The American Girl live-action specials will join Amazon’s original kids programming slate, including the likes of Just Add Magic that recently set the record as the most successful Amazon Original Kids premiere weekend in terms of US Prime Video streams and hours.

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