After “Barbie,” Mattel Is Raiding Its Entire Toy Box To Use For Future Films

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In 2019, Greta Gerwig became the latest in a line of writers, directors, and producers to make a pilgrimage to a toy workshop in El Segundo, California. Touring the facility, the Mattel Design Center, has become a rite of passage for Hollywood types who are considering transforming one of the company’s products into a movie—a list that now includes such names as J. J. Abrams (Hot Wheels) and Vin Diesel (Rock ’Em Sock ’Em Robots). 

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Kreiz, meanwhile, hired a veteran of Miramax, Robbie Brenner, to head up the newly minted Mattel Films. Her first task: assemble a team of development executives to rummage through Mattel’s toy chest and identify I.P. that could be fodder for Hollywood studios. Mattel would help match properties with writers, actors, and directors; studios would provide all the funding. The brands, and audiences’ familiarity with them, were their own form of currency. Brenner told me, “In the world we’re living in, I.P. is king. Pre-awareness is so important.”

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The movie, which opens in mid-July, is tracking to be one of the blockbusters of the summer. Meanwhile, Mattel has amassed a long slate of other projects. Daniel Kaluuya, for example, has agreed to produce a feature about Barney, the purple dinosaur. Thirteen more films have been publicly announced, including movies about He-Man and Polly Pocket; forty-five are in development. (Some of the projects have an ouroboros quality. Tom Hanks is supposed to star in “Major Matt Mason,” which will be based on an astronaut action figure that has been largely forgotten, except for the fact that it helped inspire Buzz Lightyear—one of the protagonists of Pixar’s “Toy Story” franchise.)

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