El Segundo, CA–Mattel, Inc. announced the formation of Mattel Creations, a centralised content division that will leverage the company’s iconic global brands and library of celebrated properties to drive premium content across multiple platforms including theatrical, television and digital.

This new cross-portfolio content strategy will be headed by Mattel’s Chief Content Officer, Catherine Balsam-Schwaber, who joined Mattel in September 2015. Underlining its commitment to the new division, Mattel has promoted long-time creative executive and award-winning producer Christopher Keenan as Senior Vice President, Content Development & Production.