Greta Gerwig‘s “Barbie” has develop into a bona fide hit. Since premiering on July 21, the movie has grossed over $774 million globally. Solely two weeks into its theatrical run, “Barbie” has already outdone the newest Fast & Furious, Mission: Impossible, and Transformers installments on the field workplace. Because it’s pulling in greater numbers than long-standing movie franchises, it is no surprise Mattel is raring to make much more motion pictures impressed by its common toy manufacturers. Its upcoming movie slate is being dubbed the “Mattel Universe.” Whereas the success of “Barbie” has definitely helped push the corporate to start growth on these movies, the Mattel Universe has truly been years within the making. Allow us to clarify.

How Did the Mattel Cinematic Universe Start?

Based on The New York Times, talks of a Mattel Universe first started when CEO Ynon Kreiz took over as Mattel’s new chairman and chief government in April 2018. Kreiz was the corporate’s fourth CEO in simply 5 years, and he got here on board when Mattel was in determined want of change. Within the years main as much as his appointment, Mattel’s income had been steadily lowering, and its inventory additionally skilled a 73 p.c drop, hitting its lowest level in 10 years. In March 2018, the corporate additionally suffered an enormous loss when toy retailer Toys “R” Us introduced it might be filing for bankruptcy and both closing or promoting all of its shops.

With a purpose to convey Mattel again to the highest, Kreiz signed on to assist the corporate develop exterior of simply toys. He kicked off the initiative that September by launching Mattel Movies — its first challenge being “Barbie” starring Margot Robbie. “My thesis was that we wanted to transition from being a toy-manufacturing firm, making objects, to an I.P. firm, managing franchises,” Kreiz instructed The New Yorker on July 2.

Contemplating different toy firms like Lego (“The Lego Film”) and Hasbro (Transformers) have discovered success with making big blockbusters, it was solely a matter of time earlier than Mattel tried to do the identical.

What “Barbie”‘s Success Means For the Mattel Cinematic Universe

Through the 2023 Milken Institute International Convention, Kreiz instructed Yahoo Finance Live that “Barbie” being a hit can be a “catalyst” for Mattel Movies and its increasing universe. “That is the primary time that Mattel is placing a film out based mostly on any of our [intellectual property], any of our franchises,” he mentioned. “Barbie is clearly an essential model. It is one among our three energy manufacturers, and will probably be in some ways a showcase for the standard of the films that we’re seeking to make, the kind of partnerships we’re formulating with lead expertise in Hollywood, working with main studios.”

Now that it has been weeks since “Barbie” premiered, it is clear Mattel made the precise alternative in venturing into motion pictures. The movie has damaged a number of field workplace data since its launch, together with having the biggest box office debut by a girl director, Greta Gerwig. Its success got here all the way down to a number of elements. In addition to the truth that Barbie is a well-loved determine by individuals of all ages, the movie additionally drew curiosity because of its over-the-top advertising and marketing marketing campaign, which included a real-life Barbie Dreamhouse and Robbie replicating the doll’s most iconic looks. The truth that the movie’s launch lined up with “Oppenheimer” additionally inspired viewers to do a double function often known as “Barbenheimer.”

Will There Be Extra Mattel Films?

So, what does Mattel have deliberate now? In fact, Kreiz is hoping to see extra of Barbie sooner or later. “Barbie, as a model, has many alternative iterations. The product traces of Barbie is a really broad model,” the CEO instructed Variety on July 26. “Along with the primary Barbie determine, she has household, she has a number of components round in her universe. It is a very wealthy universe… It is a very broad and really elastic model, by way of alternatives.”

Nonetheless, it seems Mattel is not in a rush to launch into any “Barbie” sequels simply but. “On the outset, we’re not saying, ‘Okay, let’s suppose already about film two and three.’ Let’s get the primary one proper and make {that a} success. And in the event you try this, alternatives open up in a short time, as soon as you identify the primary film as a profitable illustration of a franchise on the massive display screen,” Kreiz defined.

Naturally, Mattel additionally desires to see extra of its properties on the massive display screen. Based on The New Yorker, the corporate has confirmed that it has 45 movies in growth which are impressed by its varied toy manufacturers. Following the success of “Barbie,” Mattel has formally introduced 14 of those movies, together with a Polly Pocket film starring Lily Collins directed by Lena Dunham. A “Barney” film starring Daniel Kaluuya can be within the works.

Mattel Films within the Works

Listed here are all 14 motion pictures Mattel has publicly introduced to be in growth to this point.

• “American Lady Doll”
• “Barney”
• “Christmas Balloon”
• “Scorching Wheels”
• “Magic 8 Ball”
• “Main Matt Mason”
• “Masters of the Universe”
• “Matchbox”
• “Polly Pocket”
• “Rock ‘Em Sock ‘Em Robots”
• “Thomas & Pals”
• “Uno”
• “View Grasp”
• “Wishbone”