And it’s crop of designers lack creativity. fat barbie monster dolls and a major matt mason movie? Bring gramps to the movies to see a live action take on a toy that even did play with. “When I was a kid and wanted a G.I. Joe, my parents would give me a matt mason doll because they hated me.”
The toymaker has been delving deeper into content creation since launching its film division in 2018. It's "Barbie" movie, a co-production with Warner Bros., is set for release in July and stars Margot Robbie and Ryan Gosling.
The company is looking to better engage consumers through film and television series, which it hopes will ultimately lead to a stronger connection with Mattel's brands and help drive toy sales.
The division has more than a dozen additional projects in development, including films based on Hot Wheels, Magic 8 Ball, Major Matt Mason, Rock 'Em Sock 'Em Robots and Uno.