The marketing of the Barbie movie is on another level. I don't even know how much would have been spent on the overall marketing probably as much as the $100 million budget of the actual movie. Mattel has over 100 merchandise partners that are just doing Barbie branded things like Barbie sweatshirts, Barbie dog hats and Barbie cocktail glasses. Kelly: They're hoping that this movie serves as the blueprint for a bigger business model shift at the company.
She’s been an astronaut, a scientist and the president of the United States. Now Barbie is a movie star. Bloomberg’s Kelly Gilblom joins this episode to talk about Mattel’s bet that the $100 million Barbie movie debuting July 21 — and the launch of the company’s entertainment division — will revive its biggest brand, reel in new fans and help it reclaim the No. 1 spot of global toymaker.
Read more: Mattel's Risky Bet on a Feminist Barbie Movie Just Might Work
Listen to The Big Take podcast every weekday and subscribe to our daily newsletter: https://bloom.bg/3F3EJAK
See omnystudio.com/listener for privacy information.