PUBLISHING Storytelling beyond the screen

Mattel is ever evolving in the entertainment industry, with TV and films launches throughout the year bleeding endless possibilities across the franchises.

Fireman Sam is back in action, with series 14 expanding the storytelling ability of the brand, as well as teaching important safety lessons. The hero next door brings with him a lot of excitement for the publishing industry from magazines, to audiobooks and sticker albums to hardbacks. There is so much fun to be had with Sam, as his universe expands with the arrival of Pilot Krystyna Kaminski and her all-new air and eco-electric fire rescue plane, FireSwift, which is located at the first-ever Pontypandy Airport. New characters, new locations, new ways to tell the story. Perhaps one of the most anticipated launches of this year is “Monster High” - with a new animated series and movie sequel greenlit. The brand was developed with purpose and has advocated for the creation of a more accepting world where everyone feels proud to be their authentic self and let their inner monster shine. As the original backbone of this brand, publishing has a big role to play in making sure that the story still resonates across the various mediums. The brand development on offer allows for even more storytelling opportunities, by representing a wide array of body shapes and styles - entertaining, educating and inspiring children on important issues through exciting stories and characters.

“As Mattel’s publishing portfolio moves forward towards 2024, it’s important to recognise that the brands of today are also brands of tomorrow – they will be the stories told to future generations in innovative ways we are yet to see, and we’re excited to explore the endless possibilities.”

Claudia Lucarella, Mattel Head of Publishing