August 11, 2022

Dragon Film

Art and Entertainment

Barbie movie with Margot Robbie, Ryan Gosling a ‘cultural

Margot Robbie will star as Barbie in an impending film from Mattel and Warner Bros.

Mattel | Warner Bros.

Mattel CEO Ynon Kreiz is not looking to use future theatrical releases just to offer toys. He desires them to stand on their very own.

Speaking with CNBC’s Julia Boorstin at the Evolve World Summit on Wednesday, Kreiz spoke in depth about the future Barbie film starring Margot Robbie and Ryan Gosling. He termed the function movie a “cultural celebration.”

“Barbie is really considerably far more than a toy,” he mentioned. “And much more than a doll. Barbie is a cultural icon, a pop icon. And this movie is truly shaping up to be what we feel, would turn out to be a societal moment.”

The Barbie film is one of extra than a dozen projects that Mattel has on the docket, all aspect of its more substantial strategy of transitioning from a producing corporation earning objects, to an IP company that manages franchises.

Sure, Mattel nonetheless can make toys, but in the final four yrs, because Kreiz has taken the helm as CEO, the organization has overhauled how it thinks about its items and how it engages with its customers.

Component of that process is currently being more concerned in the leisure material centered around its greatest and most well-known manufacturers. Mattel is functioning intently with Warner Bros. on the Barbie film and brought on Oscar-nominated filmmakers Greta Gerwig (“Woman Chook”) and Noah Baumbach (“Relationship Tale”) to publish the movie, with Gerwig directing.

Margot Robbie and Ryan Gosling on rollerblades film new scenes for ‘Barbie’ in Venice California. 27 Jun 2022.

Mega | Gc Photographs | Getty Photographs

“The strategy that is pretty distinctive, really distinctive, not one thing that you’ve viewed before, is likely to be extremely remarkable,” he stated of the film, which is presently in manufacturing.

The other piece of the process is generating good quality information, not just films and Television exhibits tied to toy lines.

“Don’t try to promote toys,” he said. “We know that in results, if individuals look at the movie, and there is certainly high engagement, very good issues will come about. We know how to market toys, where the chance is really about high quality amusement, centered on our IP.”

“Barbie” is set for launch in July 2023.