Thursday, March 25, 2010
Mattel Creates New Toy to Turn into Movie
From worstpreviews, Toy-maker Mattel recently challenged its designers to come up with a new toy line that could simultaneously be turned into a TV show, feature film and game. And just recently, the company picked the winner of the challenge.
The yet-unnamed toy line will be an alien civilization that's been living in the depths of Earth's oceans. "It's actually a great idea, with the caveat that they need to coordinate the story and have it all make sense well beforehand," said Jeff Gomez CEO of Starlight Runner Entertainment. "Yes, there's brand equity in the name Hot Wheels. But it's the characters [in Battle Force 5] that young boys are identifying with, and that are driving TV ratings and the sales of the Hot Wheels DVDs. And that's likely what’s influencing Mattel's decision-making on further transmedia implementations."
At this point, Mattel has already partnered with producer Neal Moritz (Fast and Furious, I Am Legend), who will soon start looking for screenwriters.