Mattel creates a film division to develop and produce movies based on its properties. Mattel Films will be headed by Academy Award-nominated Producer Robbie Brenner, whose credits include Dallas Buyers Club and Mirror Mirror, reports to CEO Ynon Kreiz. Kriez, a Mattel board member who was named CEO in April, was previously CEO of Fox Entertainment Europe and most recently CEO of Disney’s Maker Studios.

The new film division represents Mattel’s latest stab at producing original content based on its properties. It formed Playground Productions in 2013 to create original content from properties such as Barbie, Max Steel, Monster High, Hot Wheels and others. In 2016, it was folded into the newly formed Mattel Creations division – charged with developing content based on Mattel properties across multiple platforms.

Hasbro has long had a production division, Hasbro Studios, which has released such programming as in the “My Little Pony: Friendship is Magic” TV series and Littlest Pet Shop online series. Hasbro also operates the Allspark Pictures live-action film division.

This is the second major content-related move by Mattel within the past week. Earlier, it announced the formation of a new global franchise management division with a focus on extending its properties into digital games, live events, content development and strategic partnerships. Former Saban Brands executive Janet Hsu was named to head it as Chief Franchise Development Officer.