Mattel Hopes to Reinvent Barbie With an Assist From Hollywood
Toy company executives talk about the latest role for the iconic doll
Walking into the Mattel Design Center, I felt like a kid taking a Willy Wonka-style trip through my childhood toy box. Barbie. He-Man. Rock ’Em Sock ’Em. This place has it all, showcasing nearly 80 years of toy history that maps a fascinating journey of play and pop culture. On one end, there’s a giant Hot Wheels Track. On the other, there are rows and rows of old Barbie doll heads (and a few of Ken’s, too), where designers invent new hairstyles, sculpt new bodies and paint new faces with the most delicate of brushes.
Ahead of Barbie’s big screen debut, produced by Mattel Inc. and Warner Bros Discovery Inc., I wanted to learn more about how her makers are inventing her next act. The movie marks a big bet by Mattel, which hopes to turn legacy brands into blockbuster franchises, and it was reportedly in development well before the company settled on director Greta Gerwig’s interpretation.