Mattel Ventures Beyond Toys Following Success of Barbie Movie

Mattel Ventures Beyond Toys Following Success of Barbie Movie

Success of Barbie Movie Fuels Expansion Plans

Mattel Ventures Beyond Toys Following Success of Barbie Movie

Mattel, the renowned toymaker responsible for iconic brands such as Barbie and Hot Wheels, is taking ambitious steps to diversify its offerings after the resounding triumph of its live-action Barbie movie.

While Mattel’s sales experienced a 12% decline in the latest quarter, the company’s net income surpassed Wall Street’s expectations. Buoyed by the triumph of the Barbie movie, Mattel’s CEO Ynon Kriez confidently expressed that the movie’s success showcases the immense potential of Mattel films. Encouraged by this triumph, the company is charting a course to produce more movies centered around its beloved brands.

Venturing into New Territories after Barbie Movie

Expanding beyond the realm of movies, Mattel has set its sights on diversifying into various domains, including consumer products and digital gaming. Demonstrating its commitment to creating a robust entertainment ecosystem, the company has already released a captivating soundtrack album for the Barbie movie and forged over 165 partnerships for consumer products.

The Dream of a “Mattel Universe”

CEO Ynon Kriez envisions a future for Mattel that closely resembles the wildly successful Marvel Cinematic Universe. His vision entails a vibrant “Mattel universe” where the company’s beloved characters and captivating stories seamlessly traverse multiple platforms, spanning movies, TV shows, toys, and games, to the delight of fans around the globe.

Facing Toy Industry Challenges

Mattel’s ambitious expansion plans come at a time when the toy industry grapples with its own set of challenges. The ongoing shift towards digital devices has led to a decline in traditional toy sales, as children increasingly divert their attention to digital entertainment. Nonetheless, Mattel is eager to tackle this obstacle head-on and believes that its focus on venturing into new areas, such as movies and digital gaming, will help it to maintain a competitive edge.

Other Mattel Brands Making their Hollywood Debut

In addition to the ever-popular Barbie, several other Mattel brands are gearing up for their big-screen debuts in upcoming Hollywood productions. Among these cherished brands are Barney, Hot Wheels, and Polly Pocket.

Barney Movie: Release in 2024

Scheduled for release in 2024, the highly-anticipated Barney movie is set to be directed by Shawn Levy, who is also at the helm of the forthcoming Ryan Reynolds starrer, Free Guy.

Hot Wheels Movie: Release in 2023

Fans can mark their calendars for the Hot Wheels movie, set to hit theaters in 2023. Helmed by Mattel Films CEO Robbie Brenner, the movie promises thrilling adventures for all ages.

Polly Pocket Movie: Release in 2023

Also slated for a 2023 release, the Polly Pocket movie, under the direction of Lena Dunham, will bring to life the enchanting miniature world cherished by many.

Charting New Frontiers

Mattel’s strategic foray into movies signifies a conscious effort to expand its influence beyond the traditional toy market. The company is eagerly banking on these cinematic endeavors to introduce its beloved brands to a new generation of enthusiastic fans.


Emboldened by the triumph of the Barbie movie, Mattel is venturing beyond its toy domain with unwavering determination. With an eye towards diversification through movies, consumer products, and digital gaming, the company aims to create a captivating and interconnected “Mattel universe.” As Mattel ventures into uncharted territories, its iconic brands like Barbie, Barney, Hot Wheels, and Polly Pocket stand poised to captivate audiences across the globe.

Mattel Ventures Beyond Toys Following Success of Barbie Movie
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