Ynon Kreiz, CEO of Mattel, also aims to create a cinematographic universe around the brand…
3 weeks before the release of the long-awaited Barbie, Time magazine devotes a long portrait to the new film by Greta Gerwig, on its genesis, its casting but also on the different production phases. There are also many testimonials, including that of Ynon Kreiz, the general manager of the Mattel group, at the origin of the famous dolls.
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If the film is scheduled for July 19 in French theaters, Kreiz already reveals his enthusiasm for the idea of producing “several Barbie movies”: “We seek to produce films that would become cultural events (….) If you manage to attract directors like Greta Gerwig and Noah Baumbach and they seize this opportunity with creative freedom behind it, the film can have a real impact.”
Ynon Kreiz also talks about his ambition to create a real Mattel Cinematic Universe, a bit like the films of the Marvel Cinematic Universe: “The biggest transition is turning a toy company that just makes things into a company that runs movie franchises.” On the program of this new ensemble, 14 films are planned. Among the various projects considered, there is a film on Hot Wheels, the famous car game, produced by JJ Abrams, but also a feature film on Barney, the famous purple dinosaur all hopping. Video games, television series for streaming platforms and an amusement park in the colors of Mattel brand toys are also planned.
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While waiting to see if all these projects materialize, Barbie will be released in French theaters on July 19.