Selling ‘Barbie’: Inside the Marketing Phenomenon
The Town with Matthew Belloni
00:00
The Mattel Relationship
Greta Gergen: The willingness to use a word like hate in a copy line is actually the degree to which we acknowledge that we're willing to sort of break some of the rules. I mean, imagine working with a corporation and Mattel and telling them that we're going to talk about hating Barbie. And it's a very difficult thing to do without question. But they recognize that for this brand and this movie to both embrace Greta's vision of the film and to reach the broadest possible audience.
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