The pinkest film of the summer is also the highest grossing of 2023 and of the entire Warner Bros. Pictures film history, having grossed – until the first week of September – $1.385 million dollars at the worldwide box office. So the numbers speak for themselves: the doll with raised feet has returned to being a global phenomenon, after a bad run in the market, which years ago pointed to a decline in popularity, but not anymore. Barbiestarring Margot Robbie and Ryan Gosling, came to revitalize the Mattel brand, and more importantly, bring it significant profits.
In addition to being the owner of such glamorous intellectual property, the company led by Ynon Kreiz was directly involved—albeit to a lesser degree—in the film’s production. According to an article in The Wall Street Journal, mattel will get 5 percent of box office revenue from Barbie. To this, let’s add that the brand has been able to take advantage of the tape through all toys and related consumer products.
With this in mind, Anthony DiSilvestro, Mattel’s CFO, revealed at the Goldman Sachs Communacopia and Technology conference (via The Hollywood Reporter), that Director Greta Gerwig’s feature film is expected to earn them profits of more than $125 million dollars only this 2023. He also mentioned that cash will continue to flow in 2024 and well beyond.
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Currently, Mattel boasts 14 new film projects in development; each inspired by a different property. On the other hand, the directors of the company assure that as with Barbiethe plan is to continue performing (in essence) as those who provide the raw material for the upcoming films live actionwithout meddling too much in its realization.
Kreiz, CEO of Mattel, stated at the Goldman Sachs Communacopia and Technology conference that Barbie it provided an opportunity to “really understand the value and appeal of our brands,” as well as their “cultural resonance” and the company’s ability to creatively and commercially embrace all those projects that are yet to come.
“We are not saying that they are going to be as big and successful as Barbiebut they will have the same approach, the same opportunity and the same capitalized methodology that, we believe, has served us very well in this case”, he added.
Among the upcoming titles with the Mattel Films label, stand out Barneyproduced by Daniel Kaluuya; Hot Wheelsproduced by JJ Abrams; Polly Pocketunder the direction of Lena Dunham, and Major Matt Masonwith Tom Hanks as the star.
Antonio G. Spindola I have very bad memory. Out of solidarity with my memories, I choose to lose myself too. Preferably in a movie theater.