Mattel, ITV Studios form creative partnership

October 06, 2009 In a deal aimed at putting board game formats into primetime television, ITV Studios and Scrabble and Pictionary creator Mattel Inc. on Tuesday announced a major creative partnership that will see ITV work with the global toy manufacturer to develop television, online, mobile and other formats for some of its best-known brands. The deal allows ITV Studios to mine the Mattel archive for board game concepts that could translate to a range of different media, and distribute them worldwide, said Barry Waldo, vp worldwide entertainment at Mattel, who said the partnership was "a very organic fit" and would unlock a lot of value from its portfolio. The deal was crafted for ITV Studios by Paul Buccieri, president and CEO of ITV Studios Inc., and Lee Bartlett, managing director of ITV Studios.

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