Mattel CEO Unleashes Exciting Universe Expansion After Barbie’s Phenomenal Success: Get Ready for More!

Summary

Barbie's success at the box office has set the stage for a whole universe of new projects from Mattel, according to the company's CEO.

Not all future projects may match the scale or success of Barbie, yet Mattel intends to adopt a similar strategy to develop culturally impactful initiatives. With 15 brand adaptations currently in progress, Mattel has ambitious plans for over 45 upcoming movies and TV shows, which may also include a potential sequel to Barbie.

Barbie's tremendous box office success and upcoming digital release have paved the way for an array of new projects, according to Mattel CEO Ynon Kreiz. With Margot Robbie leading the cast and an intriguing storyline involving Barbie entering the real world alongside Ken (played by Ryan Gosling) following an existential crisis, this film has generated considerable buzz in 2023. Notably, the movie has earned high praise for its meta humor, intricate screenplay, and impressive global earnings of over $1.386 billion. Barbie has emerged victorious in the viral Barbenheimer competition and has also shattered records, including Warner Bros.' highest-grossing film of all time.

During a recent Goldman Sachs media conference, Ynon Kreiz elaborated on Barbie's ongoing success, highlighting its achievement as the highest-grossing film of 2023. Additionally, the Mattel CEO hinted at the launch of various new projects but acknowledged that they may not all attain the same level of magnitude or success as Barbie. Kreiz's insights are provided below.

How Barbie's Success Is Kickstarting The Mattel Universe

What you witnessed in the Barbie movie was more than just a mere presentation; it served as a model, a thorough examination, and a chance to truly grasp the immense value and allure that our brands possess. It is a testament to how they resonate with various cultures and, most importantly, showcases our exceptional capability to execute projects with both creative ingenuity and commercial success. We are optimistic and eagerly anticipate more opportunities ahead. While we do not claim that they will reach the same magnitude of achievement as Barbie, they will unquestionably follow the same strategy.

Prior to the movie's success, it was anticipated that Mattel would expand their presence in the world of filmmaking. Already, they had 15 brand adaptations in the works, such as a Barney movie produced by Daniel Kaluuya and a Rock 'Em Sock 'Em Robots movie produced by Vin Diesel. A recent report unveiled before the release of Barbie affirmed that this was just a fraction of Mattel's ambitious plans for the future, with the studio aiming for a staggering 45 movies and an array of TV shows.

All eyes are focused on the possibility of a Barbie 2, as the statuses of other projects remain unclear in terms of their development. Only the Hot Wheels movie has made progress by searching for a director in early August. Gerwig and Robbie are hesitant about moving forward with a sequel, mindful of potentially undoing the impactful ending of the first movie. However, Kreiz has expressed optimism for the brand's growth. Despite the desire to capitalize on the success of Robbie's film, Mattel understands the importance of avoiding rushing into a follow-up, similar to the creative freedom afforded to Barbie.

Whether it is Barbie or another property that progresses faster, Kreiz's assurance that Mattel will take the same thoughtful approach with future adaptations should give audiences confidence that these projects are not driven solely by financial motives but by a commitment to creative excellence. Unlike Hot Wheels and Rock 'Em Sock 'Em Robots, which have lacked compelling narratives to propel their franchises forward, they will require more than just their brand names to attract moviegoers. Gerwig's innovative and star-studded approach garnered attention long before Barbie shattered records, serving as a testament to the power of a well-crafted concept.

Source: Deadline