Mattel’s Barbie brand goes Hollywood

Stephen Whiteside

This event report addresses how Mattel, the toy manufacturer, is building a diverse content platform to bring its Barbie brand to life.

As she nears her 60th birthday, Barbie is set to make a splash in multiplexes across America with a live-action film currently under development by Sony Pictures and Mattel, and that is set to be released in mid-2018.

Her potential big-screen appearance, however, hasn’t come without complications. The motion picture previously hit the headlines when its original star, comedian Amy Schumer, withdrew from the title role due to "scheduling conflicts." And, aside from talent, there’s been an inconsistency in content: Several screenwriters also have pitched scripts since the project first entered development three years ago.

"It’s been a journey of...

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