Barbie could turn Mattel into a movie powerhouse

The toymaker has 12 more films planned, including one based on its Hot Wheels line that will be produced by Mission Impossible director J.J. Abrams.

James B. Stewart

Sep 15, 2023 – 5.00am

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When Ynon Kreiz arrived at Mattel in April 2018, the newly installed chief executive had one mantra when it came to a feature film starring Barbie, a project he really wanted to get off the ground: he didn’t care if the movie sold a single additional doll.

But “Barbie” the film had to be good and a cultural event. It had to be different. It had to break moulds.