Markets

Mipcom Cannes, the world’s largest market for television and streaming content, announced that Mattel’s Robbie Brenner, President of Mattel Studios and Chief Content Officer, and Josh Silverman, Chief Franchise Officer, will deliver a joint keynote at this year’s edition, running 13–16 October 2025.

The address will feature exclusive insights from two of the global entertainment industry’s foremost leaders, offering a behind-the-scenes look at the bold storytelling, franchise expertise, and powerhouse partnerships driving Mattel’s next chapter.

Recently elevated to lead both film and television under the newly formed Mattel Studios banner, two-time Academy Award®-nominated Robbie Brenner oversees the development and production of all content based on Mattel’s iconic brands. In 2023, Brenner produced for Mattel the cultural phenomenon Barbie, the year’s highest-grossing film globally and the 14th-highest of all time, earning eight Academy Award nominations and winning Best Original Song. As Mattel’s Chief Franchise Officer, Josh Silverman oversees the company's globally interconnected franchise ecosystem across strategic alliances, consumer products, publishing, music, location-based entertainment, and digital games and experiences, driving industry-leading brand synergy and innovation.

Speaking in the Palais des Festivals’ Grand Auditorium on Tuesday, 14 October at 10:30, Brenner and Silverman will explore how Mattel is transforming its 80-year legacy into renewed cultural relevance. The session will showcase how the company crafts audience-driven stories and experiences that spark fandom and engagement across every touchpoint, shaping cultural moments that resonate with global audiences.

Attendees can look forward to fresh insights into Mattel’s expanding content slate, including the upcoming live-action motion pictures for Masters of the Universe and Matchbox, both set for release in 2026. The presentation will also highlight the company’s forthcoming television programming strategy, digital activations on platforms such as Roblox, and other exciting feature films in development based on beloved Mattel brands like Hot Wheels, American Girl, Barney, and Monster High.

Lucy Smith, Director of MIPCOM Cannes and MIPJUNIOR, said: “Mattel are true pioneers who have successfully transformed an 80-year legacy into a cultural cornerstone that resonates globally. Through innovative, multi-touchpoint, multi-platform strategies and groundbreaking partnerships with distinctive storytellers, there is so much to learn from how Mattel does things. There isn’t a single person from any area of the industry who won’t benefit from hearing Robbie and Josh further unpack this approach and share some of their new plans.”

Brenner said: “Taking the stage at MIPCOM Cannes is the perfect opportunity to highlight how Mattel’s storytelling is captivating audiences around the globe, pushing the boundaries of creativity, and crafting narratives that honour the rich legacy of our brands while forging entirely new paths forward. We are eager to engage with best-in-class partners at MIPCOM during an incredibly exciting time in our industry."

Silverman said: “It is a momentous time, in our 80th anniversary year, to be participating in MIPCOM Cannes and underscore Mattel’s commitment to expanding our beloved IP across cutting-edge entertainment platforms—wherever our fans play. It’s an incredible space to share how we’re redefining fan engagement through groundbreaking partnerships, immersive experiences, and next-level innovation.”

The 2025 edition of MIPCOM Cannes centers on the Creator Economy, with the Mattel keynote serving as a marquee event in a robust programme designed to foster collaboration among digital creators, producers, platforms, distributors, and brands across both MIPCOM Cannes and MIPJUNIOR (11–12 October). The programme also features the international debut of BrandStorytelling—a market-leading summit on brand-funded programming that has run successfully at the Sundance Film Festival for the past decade.

MIPCOM Cannes is the world’s biggest and most impactful television and streaming content market, attracting over 10,500 delegates from more than 100 countries last year and whose week-long programme helps define the TV industry in the coming year.