Mattel is joining forces with the acclaimed animation studio Aardman to develop a new stop-motion animated series based on the beloved character Pingu. This initiative aims to create shows that appeal to both adults and children, a concept Mattel’s Josh Silverman describes as “new-stalgia.”
Pingu, a mischievous penguin living in the South Pole, has been a favorite among audiences for decades. Known for his playful antics and iconic catchphrase “Noot Noot!”, Pingu was originally designed by Otmar Gutmann in the 1980s and first aired on the BBC One in the UK in 1990.
Speaking at MIPCOM Cannes on Monday, Silverman, who serves as Mattel’s chief franchise officer, expressed excitement about the collaboration with Aardman, the studio behind classics like Chicken Run, Shaun the Sheep, and Wallace & Gromit. “You couldn’t ask for a more perfect marriage than between Mattel and Aardman,” he stated. “We are overjoyed about the project. It’s going to be really special. Pingu continues to attract affection and relevance.”
The new Pingu series will be co-developed by Aardman’s Sarah Cox and Alan Thorpe, alongside Mattel’s Sidney Clifton, Rob David, and Melanie Shannon. Mattel acquired the rights to Pingu through its purchase of HIT Entertainment in 2011.
Silverman emphasized Mattel’s mission to leverage “new-stalgia,” creating content that resonates with both adults and children. He cited the recent reboot of Barney, which premiered on October 14, as an example. “It’s an IP that is nostalgic for adults but new for preschoolers,” he explained.
He added that this approach allows parents to connect with their own childhood memories while enjoying the content with their children. “You are watching with your children and enjoying it together,” Silverman said. “It’s something really unique that we’re going to continue to lean into as we explore our portfolio.”
When asked if Mattel is trying to replicate the success they achieved with the billion-dollar hit Barbie, Silverman clarified their approach. “What we’re really trying not to do is compare or contrast,” he noted. “Each project stands on its own. Barbie was an incredible partnership with Greta Gerwig, who is one of the most talented creatives today.”
He underscored that successful content comes from collaboration with top creatives who have a genuine connection to the project. Aardman represents the type of creative partnership that Mattel values as they move forward with new projects.
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