Mattel Hires Disney Executive Josh Silverman to Develop Intellectual Property and Franchise

Toy giant Mattel has hired Walt Disney Co. Josh Silverman to lead its franchise and intellectual property and consumer product development efforts, as the company plans to continue expanding its brands beyond toys and games, becoming an “intellectual property-oriented” company. .

Silverman will become Mattel’s global head of consumer products and chief operating officer for the franchise, reporting to Mattel President and CEO Richard Dixon. In his new role, he will lead “Global Consumer Product Licensing, Franchise Management, Retail Development, as well as Publishing, Live Experience and Location-Based Entertainment,” writes Mattel.

“His experience at Disney, which controls the world’s largest consumer entertainment products business, will be invaluable as we begin the next chapter of our growth strategy at Mattel,” said Dixon. “There is incredible potential to unlock the treasures of our intellectual property under his leadership and in the portfolio of our cult brands.”

Silverman was Disney’s chief global third-party business executive, leading the company’s consumer products licensing business and previously leading Disney’s global franchise licensing for consumer products. He joined Disney in 2010 when it acquired Marvel, where he was responsible for partnerships and licensing.

Mattel is already in the entertainment business with its IP: This week, Warner Bros. released the first photos of their future Margo Robbie and Ryan Gosling. Barbie The movie, with projects based on the Hot Wheels and American Girl brands, is also in the works, but the signing of Silverman suggests they want to go further into space.

In addition, toy brands have entered into other licensing and consumer product agreements, ceding their intellectual property to other product lines and areas.

“I have long been fascinated by Mattel’s brands, its mission and purpose as a partner in an entertainment company, as well as a parent and fan,” added Silverman. “Given the strength of its portfolio, I think there is a huge business opportunity for Mattel. I am delighted to be a part of this world-class team at such an exciting time for Mattel to grow as a high-quality, intellectual-property-focused toy company.”

As movie and TV studios are tirelessly implementing IP notification for new projects, toy brands have become big beneficiaries thanks to their established product lineup. Hasbro, another big toy company, has had its brands, which include Transformers and GI Joe, establish established entertainment venues, and is looking to do the same for others such as Dungeons and Dragons s Monopoly.