Mattels Makeover: CEO Ynon Kreiz Reshapes the Toy Giant as a Content Factory
b'The media veteran who took the reins of Mattel in 2018 outlines the toymaker\\u2019s recent turnaround strategy and his focus on mining the IP value locked up in Mattel\\u2019s \\u201ctreasure trove\\u201d of toy and game brands. Kreiz is drawing on his deep background as a TV and digital entrepreneur (Fox Kids Network, Endemol, Maker Studios) to guide Mattel through new creative partnerships with Margot Robbie, Tom Hanks, Greta Gerwig, Lena Dunham, Vin Diesel, among other notable stars. Kreiz has grand ambitions of building a Marvel-like universe out of Mattel\\u2019s family friend assets. \\u201cWe\\u2019re not making movies to sell more toys,\\u201d Kreiz says. \\u201cWe\\u2019re making movies people want to watch.\\u201d'