Robbie Brenner, President of Mattel Studios and Chief Content Officer, and Josh Silverman, Chief Franchise Officer, will take the stage together for a keynote at Mipcom Cannes 2025, running 13–16 October. Their joint session is set for Tuesday, 14 October at 10:30 in the Grand Auditorium of the Palais des Festivals.
The presentation will offer an inside look at how Mattel is evolving its 80-year legacy through bold storytelling, cross-platform franchise development, and major creative partnerships.
Lucy Smith, Director of Mipcom Cannes and MipJunior, highlighted Mattel’s influence in today’s entertainment landscape: “Mattel are true pioneers who have successfully transformed an 80-year legacy into a cultural cornerstone that resonates globally,” she said, adding that their approach—marked by strategic partnerships and multi-platform storytelling—is something the entire industry can learn from," stated.
Meanwhile, Robbie Brenner emphasized the opportunity to showcase how Mattel’s narratives are pushing creative boundaries: “Taking the stage at Mipcom Cannes is the perfect opportunity to highlight how Mattel’s storytelling is captivating audiences around the globe,” she said. Brenner, who now oversees both film and TV under the Mattel Studios banner, pointed to the company’s ability to both honor its legacy and carve out fresh creative paths—citing the global success of Barbie, which she produced," noted.
Finally, Josh Silverman reflected on the broader strategic impact of Mattel’s approach in the year of its 80th anniversary: “It is a momentous time… to underscore Mattel’s commitment to expanding our beloved IP across cutting-edge entertainment platforms—wherever our fans play.” His comments underscore Mattel’s focus on immersive, fan-driven experiences that span games, consumer products, location-based entertainment, and digital content," expressed.
The keynote will also preview Mattel’s growing content slate, including the upcoming Masters of the Universe and Matchbox live-action films (both slated for 2026), as well as new television projects and brand extensions across platforms like Roblox. Featured brands in development include Hot Wheels, American Girl, Barney, and Monster High.
As part of Mipcom’s 2025 focus on the Creator Economy, the Mattel session will be a central highlight in a programme designed to connect creators, producers, distributors, and brands. The lineup also includes the international debut of BrandStorytelling, a summit on brand-funded content that has run for over a decade at Sundance.