The Barbie movie – level 3

12-07-2023 07:00

Mattel is releasing a new film to revive the Barbie brand and prove its relevance.

The $100 million movie, directed by Greta Gerwig and starring Margot Robbie, takes a comedic and feminist approach to Barbie’s story. Mattel’s CEO Ynon Kreiz hopes this film will reverse the company’s declining sales by leveraging its intellectual property. While there are risks involved, such as the film not resonating with young children or receiving poor box-office returns, the success of Barbie as a cultural icon is crucial for Mattel’s future. The movie aims to address Barbie’s historical paradox, reflect changing cultural norms, and symbolize inclusivity and empowerment. Mattel is also planning to create a cinematic universe around its toy brands and develop a Marvel-style franchise. The film’s release will determine the feasibility of Mattel’s strategy and its broader plans for the future.

Difficult words: relevance (being closely connected or appropriate), leverage (to use something to maximum advantage), resonate (to have particular meaning or importance for someone).

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What steps have Mattel taken to ensure the success of the $100 million movie?


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