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Bloomberg journalist Kelly Gilblom discusses Mattel's $100 million Barbie movie, its impact on the company's brand, and the goal of reclaiming the No.1 spot in the global toymaker market. The podcast explores the decline and resurgence of Barbie, the need for new accessories to match the new Barbie body types, and the decision-making process behind creating the movie. It also delves into the unconventional script that humorously targets Mattel executives, the complexities of the Barbie movie, including the introduction of a diverse cast, and Barbie's journey into the real world and her existential crisis.
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Quick takeaways
- The Barbie movie aims to reimagine Barbie and connect with a new generation of young girls while also appealing to their loyal fanbase, potentially leading to a franchise and opening doors for other Mattel toys to be turned into movies.
- Mattel has worked to reinvent Barbie by expanding the doll's body types, skin tones, and hair colors, leading to a revival in sales and boosting accessory sales as well, requiring customers to buy new clothes and accessories that fit the diverse Barbies.
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Barbie's Transformation and the Importance of the Movie
The Barbie movie is a significant moment for Mattel, as Barbie is their biggest brand and a major source of revenue. The movie aims to reimagine Barbie and connect with a new generation of young girls as well as please their loyal fanbase. Mattel has invested heavily in marketing and merchandise, targeting both children and adults. The movie's success could lead to a franchise and open doors for other Mattel toys to be turned into movies, creating new revenue streams for the company.
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