Mattel, Inc.’s Post

This is just an amazing turn - from a toy company to a film company. “Barbie” is one of the best strategy pivots in the entertainment industry. As New York Times puts it ”Mattel’s approach has paid off to a degree that even the CEO could hardly have believed possible.” Back in 2018, Mattel's CEO Ynon Kreiz had a vision for Barbie, not to sell dolls, but to tell a story. The result? A 2023 blockbuster directed by Greta Gerwig, co-written with Noah Baumbach. Margot Robbie brilliantly plays Barbie, joined by Ryan Gosling's Ken on a journey of self-discovery. A live-action Barbie film was in talks since 2009, undergoing many changes. Now nearing $1.4 billion in revenue, this movie showcases how a toy company redefined itself, setting records and breaking molds. And the most important thing: it is a very good film. I was happy to watch with my daughters. Link to New York Times article about the process 👇 #strategyexecution #filmproduction #ideastoreality #strategy #BarbieMovie #Mattel #GretaGerwig #MargotRobbie 🌟

Have you noticed the recent trend of game-inspired narratives making their way to the big screen? From The Last of Us to Tetris, Gran Turismo to The Beanie Bubble, Barbie and now to Monopoly, over the last few years we have seen more and more game-inspired narratives made into movies and 'TV' series. I find this move interesting for 2 key reasons: 1. It plays into the nostalgia effect, re-capturing audiences' memories and emotions and breathing new life into old feelings. 2. It captures a new audience in a new way with old franchises and products, capturing their attention and spend on the modern re-telling, as well as the original. (Sales of chess sets and accessories shot up by nearly 215% after Netflix's Queen's Gambit! 📈) What do you think about this trend? What do you think is driving these re-tellings? Let me know! #audiencestrategy #entertainment  Mattel, Inc. Hasbro

Mattel, Inc. and Warner Bros. Discovery's "Barbie" has officially nabbed the title of highest-grossing movie of 2023, topping Universal's "The Super Mario Bros. Movie" according to the latest studio estimates released on Thursday. "Barbie" has now grossed $575.4 million in domestic ticket sales compared to "Mario’s" $574.2 million domestic total. The film snatched the number one title at a far faster pace than its predecessor — just 35 days after its release compared to the 138 days it took "Mario" to reach its $574 million benchmark. "Barbie," which has relied on a heavy marketing push to drum up anticipation, surpassed the coveted $1 billion mark at the global box office earlier this month. The film has a current global box office total of $1.3 billion and is expected to surpass "Mario's" $1.35 billion in time. This makes director Greta Gerwig the first woman to solely direct a $1 billion dollar movie. "It's an incredible milestone for 'Barbie,' and a giant win for the box office as a whole," Shawn Robbins, chief analyst at The Boxoffice Company, told Yahoo Finance. "Combined with 'Oppenheimer,' those two films and a variety of counter-programmers lifted the late summer theatrical market to levels that have rivaled pre-pandemic results at times." Read more: https://yhoo.it/3P8Li9O #yahoofinance #finance #movie #entertainment #barbie

R-rated stands for Revenue x 2. Disney and Marvel’s "Deadpool and Wolverine” is expected to have a gangbusters opening weekend tallying between $160 million and $180 million at the domestic box office. That would make it the biggest debut ever for an R-rated film. While it's too early to say if it will save the box office (Inside Out 2 has already done plenty of the heavy lifting), D&W may be the, um, claw in the arm to save the Marvel franchise as well. Disney is doing its part. Its collaboration with Pixar has Inside Out 2 has claimed the top spot for the highest-grossing opening of the year with $154.2 million. As for Deadpool, the original holds the record for the biggest opening weekend for an R-rated film with $132.4 million. So, high jinks with Wolverine in the upcoming installment is expected to rake in more. Marvel may be full of superheroes, but it needs rescuing. The studio has been in a slump. Heavy hitters like Spider-Man, Thor, Hulk and the Avengers make for strong lineup, but they haven't exactly been hitting home runs. Marvel has been consistent over the years releasing blockbuster after blockbuster. Unfortunately, it's also struggled with a quantity over quality issue, creating audience fatigue along with a confusing and overwhelming avalanche of interconnected multiverse content. The brand is still strong, but a fewer releases/keep it simple approach may be the superpower Marvel needs right now. D&W (or the Ryan and Hugh comedy tour) may offer the right formula for Marvel. Deadpool has a unique identity, often funny and super casual, which is typically different from his serious superheroes. That along with the rough and tumble personality of Wolverine may be the ultimate superhero buddy movie everyone is looking for. When all is said done, D&W will bring in the audiences, but the storytelling will ultimately decide its fate for getting audiences to return and the rebuilding the Marvel brand https://cnb.cx/3Sn1fKA #marvel #disney #movies #boxoffice #hollywood #entertainment #brand

Have BARBIE and OPPENHEIMER boosted movie morale? Sara Chernikoff takes a look at what the "Barbenheimer" impact has meant for movie theaters during a summer that's looked closer to pre-pandemic times than anytime in the last few years. I'm honored to have some thoughts included in her USA TODAY report: Shawn Robbins, chief analyst at Box Office Pro, said "Barbie" and "Oppenheimer" drove a huge social conversation that went above and beyond the internet. The meme of "Barbenheimer" caught wildfire, Robbins said. “Everybody heard about it, and everybody outside of movie circles has been talking about it for the last few weeks.” The cultural phenomenon drove non-moviegoers to the theaters, breaking significant box-office records. “Barbie stands out as one of the very few female-centric, female-targeted blockbusters of the summer,” said Robbins. "The movie offered something fresh in a summer that’s been jam-packed with franchise sequels." “The audience driving this rebound has been young.” Robbins said. He pointed to “Spider-Man: Across the Spider-Verse” as an example of a film playing well to a younger audience. The year-to-date domestic box office recently crossed the $6 billion mark. The last time this mark was hit in summer was in early July 2019, according to data shared by Robbins. The Boxoffice Company Boxoffice Pro Universal Pictures Syncopy Warner Bros. Pictures Mattel, Inc. #barbie #oppenheimer #gretagerwig #christophernolan #warnerbros #universal #barbenheimer #boxoffice #movies #cinema #theaters #film #entertainment #trendingonlinkedin

Exciting news from Hasbro... Brand-building relies on two main factors; mental availability and physical availability (thank you Byron Sharp). Tent-pole films are great, especially in the movie-theatre because they capture attention for two hours in a memorable experience - a going out moment. They also allow a franchise like Monopoly which mostly exists on table-top or mobile screen to expand its relevance through expanded narrative and through storytelling. But films are two hours, then they're done. It's only a tiny proportion of movies that get watched more than once. What counts is how you expand the story into a wider eco-system. Location-based entertainment adds to the number of times a year that the average "light buyer" interacts with your brand. Taking a brand like Monopoly which has decades of memories (mental availability) and marrying it up with a trend like competitive socialising (physical availability) adds not just commercial, but brand value to IP owners.

Moviegoers were eagerly awaiting the release of Marvel Studios' Deadpool & Wolverine. The unlikely duo of the Merc with a Mouth and the Clawed Mutant promised irreverent humor and over-the-top action. Fans have been longing to see Ryan Reynolds' Deadpool share the screen with Hugh Jackman's Wolverine one more time. Deadpool & Wolverine did not disappoint, smashing box office records around the world. The R-rated superhero romp raked in an estimated $438.3 million globally in its opening weekend, including $205 million domestically. This makes Deadpool & Wolverine the highest-grossing global opening ever for an R-rated film. The record-shattering debut proves that audiences can't get enough of Marvel's motormouth anti-hero Deadpool paired with the iconic Wolverine. Reynolds and Jackman's electric chemistry lights up the screen. Their back and forth banter coupled with over-the-top action sequences thrilled audiences. Deadpool & Wolverine sets a new high bar for R-rated comic book films. It will be exciting to see if the Merc and Mutant can cut through more box office records in the weeks ahead! Learn more: http://di.sn/6048cWh22 #deadpool #wolverine #marvelstudios #boxofficesuccess

By Sarah Whitten, CNBC This Barbie is a box office queen. He’s just Batman. On Tuesday “Barbie” topped $537 million, making it the highest-grossing domestic movie in Warner Bros. Discovery’s 100-year history. The film surpassed Christopher Nolan’s “The Dark Knight,” which generated $536 million in 2008, for the title. The bubblegum pink collaboration between filmmaker Greta Gerwig, Mattel and Warner Bros. has collected more than $1.2 billion at the global box office since its July 21 release. It is the first billion-dollar film for the newly minted Warner Bros. Discovery, the result of the Warner Media and Discover merger in 2022, and only the second movie released in 2023 to do so. Universal’s “The Super Mario Bros. Movie” has topped $1.3 billion since its April debut. The success of “Barbie” comes at a time when blockbuster-budgeted films have struggled to connect with moviegoing audiences. Alongside Nolan’s latest feature “Oppenheimer,” which has grossed more than $250 million domestically, “Barbie” proves that moviegoers are still interested in leaving their couches for quality films and unique communal experiences. The Margot Robbie-led film has been number one at the box office since its debut and is on track to be the highest-grossing film of the year. Box office analysts expect “Barbie” to continue to collect box office receipts in the weeks to come, as it faces limited competition from new releases and rides a wave of positive word of mouth. Disclosure: Comcast is the parent company of NBCUniversal and NBC News and CNBC. https://lnkd.in/dvA5SA3z

In a world where a lot of attention is given to the negative impacts on the economy-interest rates, inflation, etc-I wanted to highlight the women making an undeniable positive impact. 💅 Greta Gerwig's Barbie became the highest grossest movie ever for Warner Brothers, with its 6th consecutive week earning more than 15 million. Not to mention all of the Barbie merch that is selling out before it even gets on the shelf. If you haven't seen it, I promise its worth the hype. 🎤 Taylor Swift's Eras Tour is on track to become the highest grossing tour in concert history at more than $1 billion dollars. The cities she visited saw their highest hotel occupancies since before the pandemic. 🐝 Similarly, Beyonce's impact on the cities she visited caused significant increases to local businesses. In Philadelphia, Black and women-owned salons saw a spike of 14%, while LGBTQ-owned clothing stores saw an increase of 194%. Seeing these strong, creative women not only succeed but dominate is a powerful reminder of the impact of female leadership! 💪