Mattel expands Hit sales remit

MIPJUNIOR: Toy giant Mattel has put its preschool producer Hit Entertainment in charge of distributing content based on brands such as Barbie, Hot Wheels and Monster High.

Hit will now handle the broadcast, home entertainment and digital rights to a portfolio of properties that already includes Bob the Builder, Thomas & Friends and Mike the Knight, alongside the Mattel brands.

Edward Catchpole, senior VP and general manager of Hit, will lead the new distribution strategy, alongside Sid Mathur, VP of content distribution, and Alison Homewood, VP of content distribution for UK and EMEA.

The Mattel and Hit portfolios combined hold more than 600 hours of content, with additional series being greenlit for production every year.

Among the shows Hit is currently producing are CGI animated versions of Bob the Builder and Fisher-Price toy brand Little People, which is being made alongside Canadian kids firm DHX Media.

The latter toon marks the first collaboration between Hit and Fisher-Price on one of the toyco’s brands since Hit was acquired by its parent company Mattel in 2012.