Mattel CEO Teases Universe Plans After Barbie’s Success: “We Hope & Expect To Have More”

Summary SCREENRANT VIDEO OF THE DAY SCROLL TO CONTINUE WITH CONTENT Having recently surpassed a few more box office records ahead of its digital release, Barbie's success is set to launch a whole universe of projects, as teased by Mattel CEO Ynon Kreiz. Led by Margot Robbie and exploring the eponymous doll traveling to the real world with Ryan Gosling's Ken after suffering an existential crisis, the movie has reigned as one of the buzziest titles of 2023.

During a recent Goldman Sachs media conference , Ynon Kreiz further opened up about Barbie's ongoing success, including recently becoming the highest-grossing movie of 2023. The Mattel CEO teased how this success is set to launch a whole universe of new projects from the company, though did admit that while they will take the same approach to Greta Gerwig's groundbreaking movie, they might not all be "as big or as successful as Barbie.

What you saw around the Barbie movie was, we believe, a template, a case study, an opportunity to truly understand the value and appeal that our brands have, the cultural resonance, and, importantly, our ability to execute these projects both creatively and commercially. We hope and expect to have more. I’m not saying it will be as big or as successful as Barbie, but it will be the same approach.

How Barbie's Success Is Kickstarting The Mattel Universe Even before the movie's success, it was expected that Mattel would be expanding their footprint into the filmmaking world as they already had 15 adaptations of their brands in development, including a Barney movie produced by Daniel Kaluuya and a Rock 'Em Sock 'Em Robots movie produced by Vin Diesel.

Regardless of which property moves forward quicker, Kreiz's assurance that Mattel will be taking the same approach for its future adaptations as Barbie should instill some trust in audiences that no adaptation is being made for the sake of money, but that proper creative takes are being brought to each brand.

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