Mattel, riding high on the pink wave of the box office success of the “Barbie” movie, plans to go all in to deliver a Barbie kind of Christmas this year.
Mattel, riding high on the pink wave of the box office success of the “Barbie” movie, plans to go all in to deliver a Barbie kind of Christmas this year.
The “Barbie” movie, from director Greta Gerwig, scored the largest opening weekend of 2023, pulling in $155 million domestically over its US opening weekend and $337 million globally.
“Barbie” is produced by Warner Bros. Pictures, which is owned by CNN’s parent company, Warner Bros. Discovery.
Mattel CEO Ynon Kreiz declared the movie was more than a theatrical spectacle. “This was about creating a cultural event and leveraging our brands in a way that we’ve never done before,” he told analysts Wednesday during the company’s most recent earnings call.
As the movie continues to build momentum, including resonating strongly with international moviegoers and “bringing more male audiences” to see it, Kreiz said the toymaker has big plans to stretch the Barbie halo effect well beyond just the movie.
