Mattel CEO Ynon Kreiz is in on the joke when it comes to Barbie. “We embrace self-deprecation,” he tells VF’s natjarv.
has been inescapable for weeks. Kreiz tells me Mattel worked with 110 different brand partners to unleash a torrent of pink. There’sclothing at Gap, Beis Barbie luggage, and even a burger with pink sauce available for purchase at Burger King. “This has been a great partnership with Warner Bros. that brought their marketing capabilities and distribution platform, and then what we do on our end, we specialize in demand creation,” he says.
Kreiz, the Israel-born veteran of the entertainment industry who took the reins at Mattel in 2018, won’t say just how financially successful this has been for the company. But he teases that “the movie-related product is selling very well.” Andis about more than just selling dolls for Mattel. It’s about proving that the 78-year-old company can create a whole constellation of movies centered on its most popular toy brands.
“It’s a milestone for Mattel in terms of releasing our first theatrical release and really seeing it as a showcase for what we mean when we say we’re becoming an IP company,” says Kreiz. “It’s a showcase for the strength of our brands, and how we collaborate with creative talent and major studios to create cultural events.”
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