The new live-action movie hitting theaters July 21 is highly anticipated ... among adults
The new film, though not yet rated, isn’t primarily geared at the doll’s youngest fans, experts say. The appeal appears strongest among adults and teens eager to awaken,and peek into the world of Barbie that, too, has grown up.brand with wistful Millennials and Gen Xers, and encourage sales of other Barbie-branded products. And it may well plant a seed with viewers to think of Barbie and her Dreamhouse for their kids or young relatives.
But “Barbie is very different,” she said. “And Mattel management understands the risks and opportunities that come with such an undertaking. So I think this is a major event for Mattel.”well aware of the potential pitfalls of endorsing a live-action movie. But it also sees the benefits, according to public statements from executives.
Mattel hasn’t revealed its exact plan for capitalizing on the Barbie movie fandom, but executives have said on investor calls that it will announce a dedicated toy line that will also appeal to a “collector audience.” “As an adult who collects Barbies and other fashion dolls, it’s really so fun to have a movie that is for the mainstream audience but also has references for someone like me who’ll instantly recognizes the little stuff,” Szabo said in a Twitter message. “The deep cuts of Barbie lore.”
Gonzalez never owned a Barbie as a kid, though her sisters did. But now she is contemplating buying one of the dolls — especially if she can get her hands on a President Barbie, like Rae portrays in the movie. The movie might not mean a huge uptick in revenue for Mattel, said UBS analyst Kocharyan. But it could be good for the company’s profit, she said, because Mattel will make money on royalty fees from licensing the brand to other companies producing Barbie consumer products. The movie could create a kind of “halo effect” around Barbie that could benefit Mattel, she said.
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