Mattel Redefines 80-Year Legacy at MIPCOM Cannes 2025: Expanding Global Franchise Beyond 'Barbie' Success

CANNES, France — Mattel marked its 80th anniversary at MIPCOM Cannes 2025 with a bold vision that extends far beyond toy manufacturing, presenting a comprehensive strategy for franchise-driven entertainment transformation.

On October 14, Robbie Brenner, President of Mattel Studios and Chief Content Officer, and Josh Silverman, Chief Franchise Officer, delivered a marquee keynote at the Palais des Festivals' Grand Auditorium, outlining how the company is leveraging its legacy brands for multiplatform storytelling and audience-driven franchise expansion.

2026 Film Slate Follows Barbie Blueprint

Building on the success of 2023's Barbie, which grossed over $1.4 billion worldwide, Mattel announced two major live-action films for 2026: Masters of the Universe and Matchbox. Both projects follow the premium scripted content approach that transformed Barbie from a toy into a cultural phenomenon under Greta Gerwig's direction.

"Taking the stage at MIPCOM Cannes is the perfect opportunity to highlight how Mattel's storytelling is captivating audiences around the globe," said Brenner. "We are eager to engage with best-in-class partners at MIPCOM during an incredibly exciting time in our industry."

Franchise Portfolio Strategy

The company detailed expansion plans for key franchises including Hot Wheels, American Girl, Monster High, and Barney, each targeting specific demographics with tailored content strategies. The approach emphasizes television programming, digital activations, and experiential offerings across all platforms.

Particularly noteworthy is Mattel's partnership with Roblox, the metaverse platform with over 200 million monthly active users. This phygital strategy creates immersive experiences that connect virtual brand engagement with physical toy purchases, targeting Gen Z and Gen Alpha audiences.

From Toy Company to IP Company

"It is a momentous time, in our 80th anniversary year, to be participating in MIPCOM Cannes and underscore Mattel's commitment to expanding our beloved IP across cutting-edge entertainment platforms," said Silverman.

The transformation represents a fundamental shift from traditional toy company to IP company, with diversified revenue streams including licensing, content production, digital experiences, and experiential events. This ecosystem approach positions Mattel at the intersection of play, storytelling, and culture.

Creator Economy Context

MIPCOM Cannes 2025's overarching theme was the Creator Economy, and Mattel's presentation exemplified how legacy brands can rebuild cultural relevance through creator partnerships, digital activations, and experiential platforms. The company is actively collaborating with influencers to transform their fan bases into franchise audiences.

The event also marked the international debut of Brand Storytelling, a summit on brand-funded content traditionally held at Sundance Film Festival, highlighting the growing importance of brands creating entertainment value rather than just advertising.

Global Partnership Building

MIPCOM Cannes, which ran October 13-16, drew over 10,500 industry delegates from more than 100 countries. Beyond the keynote, Mattel held individual meetings with broadcasters, streaming platforms, production companies, and distributors to discuss concrete collaboration opportunities.

The company's participation underscores its commitment to innovation, audience-driven storytelling, and franchise growth across an increasingly interconnected entertainment landscape—positioning itself as a frontrunner in the convergence of toys and entertainment.

About MIPCOM Cannes 2025

• Dates: October 13-16, 2025
• Location: Palais des Festivals, Cannes, France
• Attendance: 10,500+ delegates from 100+ countries
• Theme: Creator Economy
• Sister Event: MIPJUNIOR (kids content market)

This article is based on official MIPCOM Cannes 2025 materials, Mattel presentation documents, and industry analysis.

📊 Business Model Transformation Analysis(Traditional Toy Company vs. New IP Company)

Q3 2025: Strategic Inflection Point

Mattel reported net sales of $1.736 billion for Q3 2025, down 6% as reported and 7% in constant currency versus the prior year. The decline was primarily driven by a 12% decrease in North America, reflecting industry-wide shifts in retailer ordering patterns, partially offset by 3% growth in International markets.

Despite the topline pressure, CEO Ynon Kreiz emphasized the underlying strength of the business: "While our US business was challenged in the third quarter by industry-wide shifts in retailer ordering patterns, the fundamentals of our business are strong, with growth in consumer demand for our products across every region."

Kreiz noted that since the beginning of Q4, orders from US retailers have "accelerated significantly" with growing point-of-sale performance, positioning the company for "strong topline growth in the fourth quarter" and a "good holiday season."

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마텔, MIPCOM 칸 2025에서 80년 레거시 재정의: ‘바비’ 성공을 잇는 글로벌 프랜차이즈의 진화

로비 브레너·조시 실버맨 기조연설로 본 프랜차이즈 전략의 진화

'바비' 성공 모델 확장, 2026년 '마스터즈' '매치박스' 등 야심찬 라인업 공개

마텔(Mattel)이 창립 80주년을 맞아 MIPCOM 칸 2025에서 제시한 비전은 단순한 신작 발표를 넘어 완구 기업의 엔터테인먼트 전환 전략을 집약한 사례로 평가받는다. 10월 14일 팔레 데 페스티벌(Palais des Festivals) 그랑 오디토리움(Grand Auditorium)에서 진행된 기조연설(keynote)은 레거시 브랜드(legacy brand)가 디지털 시대 문화 콘텐츠 기업으로 진화하는 구체적 로드맵을 제시했다. 최근 공개된 마텔의 2025년 3분기 실적은 전통적 완구 제조업체에서 IP 중심 엔터테인먼트 파워하우스로의 전환이 왜 필수적인지를 보여주는 전략적 변곡점이 됐다.

기조연설 핵심 메시지 'IP의 확장'

로비 브레너(Robbie Brenner) 마텔 스튜디오(Mattel Studios) 대 겸 최고 콘텐츠 책임자(Chief Content Officer, CCO)와 조시 실버맨(Josh Silverman) 최고 프랜차이즈 책임자(Chief Franchise Officer, CFO)가 공동 진행한 이번 세션은 MIPCOM의 대표 세션(marquee session)으로 기획됐다.

브레너 사장은 "MIPCOM 칸 무대에 서는 것은 매텔의 스토리텔링이 전 세계 관객을 사로잡고 있음을 보여줄 완벽한 기회"라며 "업계에서 매우 흥미진진한 시기에 세계 최고 수준의 파트너들과 교류하게 되어 기대가 크다"고 밝혔다.

실버맨 CFO는 "80주년을 맞이하는 뜻깊은 해에 MIPCOM 칸에 참가해 최첨단 엔터테인먼트 플랫폼 전반에 걸쳐 우리의 사랑받는 IP(지적재산권, Intellectual Property)를 확장하려는 매텔의 의지를 강조하게 된 것은 매우 중요한 순간"이라고 강조했다.

두 임원은 매텔이 80년간 축적된 브랜드 자산을 멀티플랫폼 스토리텔링(multiplatform storytelling), 관객 주도 프랜차이즈 확장(audience-driven franchise expansion), 콘텐츠·경험·디지털 접점을 아우르는 야심찬 파트너십을 통해 어떻게 재해석하고 있는지 비하인드 신(behind-the-scenes) 인사이트를 공유했다.

비즈니스 모델 전환 분석(전통적 완구 회사 vs. 새로운 IP 기업)

2026년 대작 라인업: IP의 프리미엄화 전략

매텔이 공개한 가장 주목할 만한 콘텐츠는 2026년 개봉 예정인 실사 영화(live-action motion picture) '마스터즈 오브 더 유니버스(Masters of the Universe)'와 '매치박스(Matchbox)'다.