A new partnership between Mattel and ITV Studios will see the prodco developing the toy giant’s family-friendly board game brands into international TV formats and multi-platform properties.
ITV will also handle worldwide distribution as part of the deal, the first of its kind for Mattel. Included in the agreement are brands such as Scrabble, Pictionary and Uno, which Mattel VP worldwide entertainment Barry Waldo says will be launched to global content providers this fall.
The deal was brokered by ITV Studios and Creative Artists Agency on behalf of Mattel.
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