Mattel's Josh Silverman on creating bespoke and authentic brand partnerships

Transcript

00:00What does that great studio partnership look like and how did that get engaged and how do you think

00:05about that as it relates to the franchise aspect? Yeah, you know, look, this is sort of a core

00:11question, right? How do you sort of relaunch franchises? And I think, you know, my perspective

00:15is there is no one-size-fits-all solution. You really need to think about developing bespoke,

00:21truly sort of authentic to each of the brands, right? Each of the sort of the pieces of IP

00:26and ensuring that you're delivering those authentic high-quality experiences to your

00:29fan that extend the emotional connection that they have to that particular piece of property.

00:33If you're doing that, right, like all the good things will certainly follow. We leverage insights,

00:38we leverage research, we really sort of think about our fan. We don't think about consumers,

00:41we think about fans because it expands our aperture of how do we sort of develop ways to,

00:46you mentioned it, develop, you know, world. How do we sort of create an interconnected ecosystem

00:50truly on a global basis that allows our fans, whether it's a t-shirt or a toy, whether it's

00:55a live or a digital experience, whether it's a film or a piece of content on YouTube, right?

01:00That interconnected ecosystem, that multi-platform approach, the criticality of being where your

01:05audience is now more than ever is something that you have to really focus on. As far as working with,

01:11you know, partners as we do with Universal and some others, it really comes down to strong

01:17collaboration, right? Shared strategies, alignment on our sort of core focus and targets,

01:22and making sure that we deliver on our toy side, you know, again, innovative and inventive products

01:27that can both within the film moment as well as post-film, again, extend that story.