Mattel CEO on Barbie's Big Screen Debut: Creating an Iconic Cultural Moment

Mattel CEO Ynon Kreiz discusses the launch of Mattel's cinematic universe and Barbie's big screen debut, emphasizing the goal of creating an iconic cultural moment. The film, directed by Greta Gerwig, is expected to gross $140 million and is the first of many film adaptations of Mattel's iconic toys in development. Mattel aims to attract top creatives to amplify the brand and has transformed its business model, generating positive operating income. The company's involvement includes marketing expertise and forging deals with over a hundred brands for Barbie-themed merchandise. Kreiz praises Gerwig for making the Barbie brand relevant to everyone and believes in the magic of attracting and empowering creative talent.