Mattel CEO Ynon Kreiz Shares the ‘Hardest Thing’ in Adapting Toys for TV and Film

And why many-decades-old IP like Major Matt Mason is just now making a splash in Hollywood

Mattel is back in the Disney princess business at a time when intellectual property based on toys has never been more valuable to Hollywood. Of course, Mattel, which will again be making the Ariel, Moana and Cinderella dolls under the new licensing agreement after snagging the rights from Hasbro, has some sought-after brands of its own for both the big and small screens.

Shortly after his blockbuster Disney consumer products deal was announced on Wednesday, Mattel CEO Ynon Kreiz shared with TheWrap the keys to adapting a toy into a TV series or major motion picture, including the “hardest” part to pull off.

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Tony Maglio

TV Editor • tony.maglio@thewrap.com • Twitter: @tonymaglio