Strictly Business Daily Variety -- Mattel's Robbie Brenner, Banijay's Marco Bassetti and All the Buzz From the Mipcom Content Market
Oct 14, 2025
Amidst the buzz at Mipcom, insights emerge on how Mattel is transforming beloved toys into cinematic experiences, highlighted by Robbie Brenner's ambitious plans. The success of Barbie raises the stakes for Mattel's future projects. Meanwhile, Marco Bassetti of Banijay discusses the critical Endemol Shine acquisition for scaling operations and controlling IP. The rising influence of Asian content at Mipcom showcases a dynamic shift in the global entertainment landscape, while the optimism among European companies signals new opportunities.
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From Indie Producer To Mattel Leader
- Robbie Brenner moved from scrappy indie producing to lead Mattel Studios and embrace family IP.
- She credits Mattel CEO for seeing transferable skills and rode that leap to the Barbie breakout.
Choose Projects That Scare You
- Mattel chooses projects that push boundaries and
Convergence Is Tangible Now
- Convergence across media is now real with producers expanding into film, YouTube, and live events.
- Creators can move YouTube hits to mainstream streamers without sanitizing edgy content and still win audiences.