Barbie Movie Starring Margot Robbie and Ryan Gosling Will Be a ‘Cultural Event,' Mattel CEO Says

Mattel CEO Ynon Kreiz said the upcoming Barbie movie starring Margot Robbie and Ryan Gosling will be a"cultural event."

The toy company's Barbie-based film is one of more than a dozen projects Mattel has on the docket, all part of its larger strategy of being an IP company that manages franchises. Mattel is looking to better control its entertainment content by working with studios instead of simply licensing materials. It also wants films based on its IP to focus on quality, not just toy sales.

CEO Ynon Kreiz isn't looking to use upcoming theatrical releases just to sell toys. He wants them to stand on their own.at the Evolve Global Summit on Wednesday, Kreiz spoke in depth about the upcoming Barbie movie starring Margot Robbie and Ryan Gosling. He called the feature film a"cultural event."

"Barbie is very much more than a toy," he said."And more than a doll. Barbie is a cultural icon, a pop icon. And this movie is really shaping up to be what we believe, would become a societal moment."

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