Mattel is bringing a live-action Barbie movie and more films based on its toy brands to the big screen. For years, Mattel has attempted to turn its brands into films, and while they haven’t found success yet, the toy giant is continuing full steam ahead on their content production. The brand is betting on new films about Barbie and Hot Wheels, along with a film about Thomas the Tank Engine, a Masters of the Universe adventure, a live-action movie based on Rock ‘Em Sock ‘Em Robots, a Polly Pocket picture directed by Lena Dunham, and seven more films. Margot Robbie is set to help produce and star as Barbie herself in the upcoming live-action film (expected to release in 2023), and says the film will be “for both fans and the skeptics” and “completely surprising.” After titles revolving around Lego and the Transformers action-figure line garnered huge sales at the box-office, Mattel sees this new era of films (which are already gaining praise from Hollywood stars) as a boon for connecting audiences of all ages. YPulse’s Playtime trend research found that Millennials spent $19 billion on toys for themselves in 2019, and the toy industry is a major opportunity for capturing the hearts of nostalgic Millennials. (NYT)
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