Margot Robbie will star as Barbie in an upcoming film from Mattel and Warner Bros.
Mattel | Warner Bros.
Mattel CEO Ynon Kreiz is not trying to make use of upcoming theatrical releases simply to promote toys. He needs them to face on their very own.
Talking with CNBC’s Julia Boorstin on the Evolve International Summit on Wednesday, Kreiz spoke in depth in regards to the upcoming Barbie film starring Margot Robbie and Ryan Gosling. He referred to as the characteristic movie a “cultural occasion.”
“Barbie may be very far more than a toy,” he stated. “And greater than a doll. Barbie is a cultural icon, a pop icon. And this film is absolutely shaping as much as be what we consider, would grow to be a societal second.”
The Barbie movie is one among greater than a dozen tasks that Mattel has on the docket, all a part of its bigger technique of transitioning from a producing firm making gadgets, to an IP firm that manages franchises.
Sure, Mattel nonetheless makes toys, however within the final 4 years, since Kreiz has taken the helm as CEO, the enterprise has overhauled the way it thinks about its merchandise and the way it engages with its customers.
A part of that course of is being extra concerned within the leisure content material centered round its largest and hottest manufacturers. Mattel is working intently with Warner Bros. on the Barbie movie and introduced on Oscar-nominated filmmakers Greta Gerwig (“Woman Chicken”) and Noah Baumbach (“Marriage Story”) to put in writing the movie, with Gerwig directing.
Margot Robbie and Ryan Gosling on rollerblades movie new scenes for ‘Barbie’ in Venice California. 27 Jun 2022.
Mega | Gc Photos | Getty Photos
“The method that may be very completely different, very distinctive, not one thing that you’ve got seen earlier than, goes to be very thrilling,” he stated of the movie, which is presently in manufacturing.
The opposite piece of the method is making high quality content material, not simply movies and TV exhibits tied to toy strains.
“Do not attempt to promote toys,” he stated. “We all know that in success, if individuals watch the film, and there is excessive engagement, good issues will occur. We all know promote toys, the place the chance is absolutely about high quality leisure, primarily based on our IP.”
“Barbie” is ready for launch in July 2023.