Mattel & ITV Studios ink landmark games & TV formats deal


MUMBAI: ITV Studios and Mattel have inked a deal for ITV Studios to develop several of Mattel’s family entertainment board-game brands into international TV formats and multi-platform properties. In addition, ITV Studios Global Entertainment will distribute the content worldwide.

Mattel vice president worldwide entertainment Barry Waldo 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 most globally popular games brands such as Scrabble – the classic word board game enjoyed all over the world; Pictionary – the game of quick draw and UNO – one of the most popular card games in the world where players try to win by strategically eliminating all their cards by matching colours or numbers.

ITV Studios managing director Lee Bartlett 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."

ITV Studios director of formats Remy Blumenfeld said, "The line-up of Mattel properties gives us the chance to offer broadcasters some really popular pre-sold-concepts with immense flexibility. Game such as Scrabble and Pictionary are immediately recognizable brands that we can integrate into a brand new gaming format or develop as stand-alone formats with our broadcast partners around the world."