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Tag: Mattel

  • Autism advocates celebrate release of ‘magical’ first-ever Barbie on the spectrum

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    (CNN) — Five-year-old Mikko’s eyes lit up with glee when she noticed something familiar about her Barbie: The doll held a fidget spinner and wore oversize headphones, just like hers.

    The moment was “almost magical,” said Mikko’s mother, Precious Hill, who’s based in Las Vegas.

    The doll, launched Monday, is the first Barbie with autism. She carries a pink fidget spinner that actually spins, wears pink noise-cancelling headphones to reduce sensory overload and holds a pink tablet that represents her augmentative and alternative communication, or AAC, device.

    Hill says Mikko, who is nonverbal, also uses an AAC device, which helps people who have speech or language problems to communicate.

    “Autism is such an invisible disability at times, and to see that it’s being represented through Barbie – everybody knows who Barbie is – it felt really good,” Hill said. “It’s really important to me that Mikko walks through life having representation. It really matters to me that she’s not alone.”

    The new Barbie doll is part of Mattel’s Fashionista’s collection. Credit: Mattel, Inc. via CNN Newsource

    The Barbie doll has a gaze that shifts slightly to the side, reflecting how some people with autism avoid direct eye contact. Her fashionable purple pinstripe dress is purposefully flowy, loose-fitting and short-sleeved, a nod to how some people with autism prefer to keep fabric from touching their skin as much as possible.

    As Mattel prepared for the doll’s launch, the company sent the new Barbie to Hill. She too has autism, and she says the doll makes her “feel seen.”

    She also has two other children, 11-year-old twins Matthew and Ma’Kenzie. While Ma’Kenzie has not been found to have autism, Matthew is autistic – and he too was happy to see the doll.

    “Other families that are going through this, or that also have autism or loved ones that are on the spectrum, I hope that they feel seen, too,” Hill said.

    The new doll is part of Mattel’s Fashionistas collection, which includes dolls with a diverse range of skin tones, hair textures, body types and health conditions, including type 1 diabetes, Down syndrome and blindness.

    Mattel worked with the nonprofit Autistic Self Advocacy Network to design the doll, which aims to represent the roughly 1 in 31 children who are diagnosed with autism by age 8 in the United States.

    “It is so important for young autistic people to see authentic, joyful representations of themselves, and that’s exactly what this doll is,” Colin Killick, executive director of the Autistic Self Advocacy Network, said in a news release. “Partnering with Barbie allowed us to share insights and guidance throughout the design process to ensure the doll fully represents and celebrates the autistic community, including the tools that help us be independent.”

    Autism spectrum disorder is a range of neurodevelopmental differences that affect how people communicate, interact and experience the world around them. It typically begins before the age of 3 and continues throughout a person’s life. Although there is no cure for autism, early support and therapies can make a meaningful difference.

    Barbie carries a functional fidget spinner. Credit: Mattel, Inc. via CNN Newsource
    She also has an augmentative and alternative communication device. Credit: Mattel, Inc. via CNN Newsource

    Research suggests that autism is more than three times more common among boys than girls, but many experts believe it is frequently overlooked or misdiagnosed in girls.

    In some cases, girls with autism are not diagnosed until much later in life – not until they become mothers. Hill was one of them.

    A doll not just for kids

    “I didn’t know that I was autistic growing up,” said Hill, 32.

    It was only through her daughter’s diagnosis at age 2 that Hill discovered her own diagnosis.

    “When I first learned about Mikko being autistic, I spoke with my aunt – my aunt is who primarily raised me – and she noticed it first. She said, ‘Well, I didn’t want to offend you. I didn’t know how you would take the news, but I kind of noticed that there were some similarities between Mikko and you and how you were when you were growing up.’ And when I was little, she just didn’t know what it was. She just knew that I was different.”

    But as Hill started to research more about autism to support her daughter, she realized that many of the signs, symptoms and experiences paralleled her own life. She then met with a health professional and was diagnosed at age 29.

    Eileen Lamb of Austin, Texas, also was not diagnosed until she was a mother in her 20s.

    Five-year-old Mikko immediately noticed that the doll carries an AAC device, just like her own. Credit: Mattel, Inc. via CNN Newsource

    “I can totally relate to being diagnosed later in life, as a female with autism,” said Lamb, senior director of social media and marketing at the nonprofit Autism Speaks, which advocates for and supports autistic people and families. Two of Lamb’s three children have autism.

    “My 12-year-old was diagnosed at age 2, and I was diagnosed like a year later. … I got my diagnosis just after my son,” she said. “Autism can look different in girls, and the fact that Barbie is a girl is powerful in some way. It’s a great conversation opener, a great way to talk about it in a way that doesn’t feel so clinical and heavy.”

    Lamb applauded the introduction of the new Barbie doll for highlighting some of the tools that help people with autism – such as the fidget spinner and AAC device – but she emphasized that autism is a broad spectrum, and many people may have different needs.

    “I don’t think it’s possible to represent the entire spectrum in one doll. For instance, my son Charlie uses an AAC device also to communicate. He’s fully nonverbal. So I love that the Barbie has an AAC device. But my other son, who’s also on the spectrum, does not. So again, it’s not possible to represent everyone, but it’s a great step,” said Lamb, who’s also founder of The Autism Café blog.

    “Toys matter. Representation matters, and it’s really good for children to see themselves in a toy,” she said. “It sends a message that being different is nothing to be ashamed of.”

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    Jacqueline Howard and CNN

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  • Barbie with autism being introduced by Mattel

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    Mattel Inc. is introducing a Barbie with autism Monday as the newest member of its line intended to celebrate diversity, joining a collection that already includes Barbies with Down syndrome, a blind Barbie, a Barbie and a Ken with vitiligo, and other models the toymaker added to make its fashion dolls more inclusive.

    Mattel said it developed the doll over more than 18 months in partnership with the Autistic Self Advocacy Network, a nonprofit organization that advocates for the rights and better media representation of people with autism. The goal: to create a Barbie that reflected some of the ways people with autism may experience and process the world around them, according to a Mattel news release.

    Photo provided by Mattel Inc. shows the new Barbie doll with autism.

    Mattel Inc. via AP


    That was a challenge because autism encompasses a broad range of behaviors and difficulties that vary widely in degree, and many of the traits associated with the disorder are not immediately visible, according to Noor Pervez, who is the Autistic Self Advocacy Network’s community engagement manager and worked closely with Mattel on the Barbie prototype.

    Like many disabilities, “autism doesn’t look any one way,” Pervez said. “But we can try and show some of the ways that autism expresses itself.”

    For example, the eyes of the new Barbie shift slightly to the side to represent how some people with autism sometimes avoid direct eye contact, he said. The doll also was given articulated elbows and wrists to acknowledge stimming, hand flapping and other gestures that some people with autism use to process sensory information or to express excitement, according to Mattel.

    The development team debated whether to dress the doll in a tight or a loose-fitting outfit, Pervez said. Some people with autism wear loose clothes because they are sensitive to the feel of fabric seams, while others wear figure-hugging garments to give them a sense of where their bodies are, he said.

    The team ended up choosing an A-line dress with short sleeves and a flowy skirt that provides less fabric-to-skin contact. The doll also wears flat shoes to promote stability and ease of movement, according to Mattel.

    Each doll comes with a pink finger clip fidget spinner, noise-canceling headphones and a pink tablet modeled after the devices some people with autism who struggle to speak use to communicate.

    The addition of the doll with autism to the Barbie Fashionistas line also became an occasion for Mattel to create a doll with facial features inspired by the company’s employees in India and mood boards reflecting a range of women with Indian backgrounds. Pervez said it was important to have the doll represent a segment of the community of people with autism that is generally underrepresented.

    Mattel introduced its first doll with Down syndrome in 2023 and brought out a Barbie representing a person with Type 1 diabetes last summer. The Fashionistas also include a Barbie and a Ken with a prosthetic leg, and a Barbie with hearing aids, but the line also encompasses tall, petite and curvy body types and numerous hair types and skin colors.

    “Barbie has always strived to reflect the world kids see and the possibilities they imagine, and we’re proud to introduce our first autistic Barbie as part of that ongoing work,” Jamie Cygielman, Mattel’s global head of dolls, said in a statement.

    The doll was expected to be available at Mattel’s online shop and at Target stores starting Monday for a suggested retail price of $11.87. Walmart stores are expected to start carrying the new Barbie in March, Mattel said.

    The Centers for Disease Control and Prevention reported last year that the estimated prevalence of autism among 8-year-old children in the U.S. was 1 in 31. The estimate from the CDC’s Autism and Developmental Disabilities Monitoring Network said Black, Hispanic, Asian and Pacific Islander children in the U.S. were more likely than white children to have a diagnosis, with the prevalence more than three times higher among boys than girls.

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  • Black Friday shoppers spend more time looking for deals but less money amid economic angst

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    Black Friday shoppers flocked to stores, hoping to get more bags for their buck as they grapple with inflation, tariffs and anxiety about the health of the economy.

    Citadel Outlets in Commerce was mobbed Friday morning with long waits for parking and winding lines in front of stores as consumers tried to grab good deals. Camila Romero and her 13-year-old daughter spent hours in line trying to get the best possible deals on Ugg and Coach items on their wish lists.

    “You come to the Citadel because it’s outlets. And it’s discounts on top of that,” she said. “So even when you’re broke, you don’t feel it.”

    Shoppers across Los Angeles plan to spend less this holiday season, data show. While retailers tease their biggest deals and prepare for what they hope is robust demand, a Deloitte survey found that Angelenos plan to spend 14% less over the holidays compared with last year.

    Nationally, shoppers are expected to spend 10% less than last year.

    Consumers are pulling back on spending in response to economic uncertainty and rising prices, said Rebecca Lohrey, a partner at Deloitte with expertise in retail and e-commerce.

    “There is at least a perception of higher prices and higher costs of goods,” Lohrey said. “That is a concern for consumers across the board, and is one of the reasons they’re tightening their wallets a little bit.”

    The survey found that 62% of Angelenos expect the economy to weaken in the year ahead, up from 34% in 2024. Around the same percentage of respondents said they are concerned about a potential recession in the next six months.

    Across income groups, consumers are making cost-cutting trade-offs and putting more emphasis on finding the best deal, the data showed. More than half of Los Angeles respondents said they would switch brands if their first choice was too expensive.

    “It tends to be the lower income brackets or the middle income brackets that are the most likely to trade down,” said Collin Colburn, vice president of commerce and retail media at the Interactive Advertising Bureau. “This year, actually, everyone is trading down.”

    Camryn Smith and her daughter showed up to snoop around for the deals at the Americana at Brand in Glendale early Friday morning. The discounts help knock off some of the effect of inflation, she said.

    “The prices are higher and they just bring them down to what they normally would be,” Smith said. “It’s crazy.”

    Consumers are fatigued from continuous inflation and instability brought on by the Trump administration. More shoppers are regifting or considering giving homemade gifts, the Deloitte survey found.

    “We’ve been in an environment where prices continue to rise for a host of reasons, inflation being one, tariffs being another,” Colburn said. “I think when that happens year on year, it really drags on the consumer.”

    This means more shoppers are looking for ways to save on purchases — and presents — they cannot put off.

    The National Retail Federation predicts that a record number of Americans will shop the sales over Thanksgiving weekend. Retail sales in November and December are expected to grow between 3.7% and 4.2% compared with last year, the federation said.

    Cautious consumers are more eager than ever to find a hot deal, said NRF chief economist Mark Mathews.

    “People are changing the way that they spend,” he said. “They’re focusing more on stretching their dollar and getting value for the dollar.”

    Even shoppers spending more than usual may be doing it out of concern, economists say. Consumers who anticipate inflation sometimes spend now out of fear that prices will rise later.

    Brooklyn Farmer braved the crowds at Citadel to shop and try to save amid inflation.

    “People are struggling right now, but the holidays are still important to them,” he said. “The thinking is if there’s going to be discounts like this, I might as well go while I can, instead of spending more later.”

    Of those surveyed by Deloitte in Los Angeles, 43% said they planned to spend most of their holiday budget at big-box retailers and 32% said they would spend the most at digital-first retailers.

    Shoppers are also using new tools to help them find products and deals, including artificial intelligence. Data collected by the Interactive Advertising Bureau found that AI now ranks as the second-most influential shopping source, ahead of retailers’ websites and apps and behind only search engines.

    Nearly 90% of shoppers nationally said AI helps them find products they wouldn’t have found otherwise, according to the IAB data.

    Mattel, the El Segundo-based toy company, is offering up to 50% off at Target on Hot Wheels, Barbie dolls and Disney Princess toys, said company spokesperson Kelly Powers.

    “Mattel is working closely with retailers across the country on Black Friday deals,” Powers said.

    In May, Mattel said it was considering raising its prices to offset the effect of President Trump’s tariffs on China..

    On the October earnings call, however, the company said the full effect of tariffs won’t be seen until the fourth quarter.

    Discount retailers that depend heavily on foot traffic have given conflicting signals about their business.

    Walmart recently raised its sales forecast for the year after reporting a 6% year-over-year increase in revenue in the third quarter.

    Target, in contrast, missed analyst expectations and reported a 1.5% decline in sales in the third quarter. On a call with analysts earlier this month, Target Chief Executive Brian Cornell said the company “has not been performing up to its potential.”

    Of course, for many shoppers on Friday, the pilgrimage to splurge at the local mall was about more than saving.

    Ericka Pentasuglia brought her daughter to the Americana the Brand at around 3 a.m. to be the first in line for a pop-up store selling Billie Eilish perfume. She thought it was important for her to pass down the tradition of Black Friday shopping.

    “I do feel like it is dying a little bit,” Pentasuglia said. “The best thing is that you don’t lose a tradition, it continues to your children.”

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    Caroline Petrow-Cohen, Christopher Buchanan, Gavin J. Quinton

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  • Toy inventor Burt Meyer, who dreamed up Lite-Brite and Rock ’Em Sock ’Em Robots, dies age 99

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    Burt Meyer, who invented toys like Rock ’Em Sock ’Em Robots, Lite-Brite and MouseTrap in the 1960s that delighted generations of children, has died. He was 99.

    Meyer’s creations arrived in the postwar boom, when plastic molding and mass production transformed how American kids played. That shift opened the door for more dynamic toys, and Meyer seized the moment with designs that would stay on shelves for decades.

    Meyer died on Oct. 30, said Rebecca Mathis, executive director at King-Bruwaert House, a retirement community in Burr Ridge, Illinois, where he lived.

    Meyer succeeded by straddling two often conflicting worlds, carrying a boundless childlike imagination alongside a pragmatic understanding of machines.

    The idea for Lite-Brite came in 1966 when Meyer was walking in Manhattan with Marvin Glass, who owned one of the largest toy design companies at the time, and the two men passed a window display featuring hundreds of colored lights. Engineers at the company doubted that electic lights could be safely adapted for children, according to Tim Walsh, who interviewed Meyer for his 2005 book “Timeless Toys.”

    Meyer, an employee at Marvin Glass & Associates, insisted it could.

    “There’s billions of ideas out there,” Walsh wrote, “but executing them into a final creative solution is often the hard part.”

    Meyer came up with a small backlit box and black paper sheets that allowed kids to create illuminated patterns. Lite-Brite was a hit, earning spots on Time Magazine’s list of 100 greatest toys and in the Strong National Museum of Play’s hall of fame. New versions are still being sold.

    Meyer had a similar role with a design team that reimagined a bulky boxing arcade game for home use. The original concept stalled in development after a featherweight boxer died from a brain injury, making any toy that invoked the tragedy unmarketable, company leaders thought.

    Meyer revisited the idea with a simple shift. “This is too good to pass up,” he recalled saying in a 2010 interview. “Let’s take it away from humanity, let’s make it robots. And we won’t have them fall over, we’ll have something funny happen.”

    The result was Rock ’Em Sock ’Em Robots, a small game where players control the fighters’ fists by pressing buttons on joysticks. A player wins by hitting the jaw of the opposing robot, theatrically popping up the spring-loaded head.

    The toy remained recognizable to later generations, appearing in the film “Toy Story 2,” and the toy company Mattel announced plans in 2021 for a live action movie adaptation.

    Meyer launched his own firm, Meyer/Glass Design, in the mid-1980s. The company developed numerous best-sellers including Gooey Louie, where children picked boogers our of Louie’s nose, and the Pretty Pretty Princess board game. His son, Steve Meyer, ran the business until 2006, according to The New York Times.

    Born in 1926 as Burton Carpenter Meyer, he enlisted in the Navy and served for two years as an aircraft mechanic. After retiring from toy making, he moved to Downers Grove, a suburb of Chicago, where he built small planes and could be seen deftly steering them aloft from a nearby private airfield well into his 80s.

    In interviews, Meyer often drew parallels between aerospace engineering and toy design, saying both required ingenutity and teamwork.

    “When you’re flying the airplane, use every resource that you have in there. That’s why we were able to turn out so many successful products,” Meyer said, crediting his success to the highly collaborative environment at Marvin Glass & Associates.

    Meyer’s car had a vanity plate that said TOYKING, and by most accounts, he was. In a 2010 interview, he said he was still delighted by telling people what he did for a living, and having them respond: “Oh, I played with that!”

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  • Mattel: A toy story

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    From Barbie and Ken, to Hot Wheels cars, to Chatty Cathy and countless others, California-based Mattel is the largest toymaker in the world. Mo Rocca went for a rare behind-the-scenes tour to see how the magic happens.

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  • Mattel, Hasbro Could Win As Toy Retailers Scramble to Stock Up for Holiday

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    Mattel, Hasbro Could Win As Toy Retailers Scramble to Stock Up for Holiday

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  • Netflix Shifts Focus From Subscribers to Ads, A.I. and Real-World Ventures

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    Co-CEO Ted Sarandos says Netflix now reaches nearly a billion viewers. Dia Dipasupil/WireImage

    Since Netflix stopped disclosing subscriber numbers in its earnings reports earlier this year, the company’s executives have shifted their focus to discussing innovation in advertising, A.I., and real-world ventures on earnings calls. The pivot signals Netflix’s gradual evolution from a pure streaming platform into a broader tech and entertainment powerhouse. On the scale of a crawl-walk-run spectrum, Netflix is “now squarely in the ‘walk’ phase,” co-CEO Greg Peters told analysts on the company’s third-quarter earnings call yesterday (Oct. 21). “We feel like we’ve established the fundamentals of the business now. Advertisers are excited about our growing scale,” he said. 

    Netflix’s advertising business, once considered a side experiment, saw its best quarter in the July-September period, proving it is now a reliable revenue stream in addition to subscription. Netflix said it doubled its U.S. upfront commitments, or pre-sold ad inventory for the coming year, during the quarter. Peters said Netflix’s in-house tech will soon support interactive ads that let viewers engage directly with campaigns.

    Netflix is testing similar interactivity in live programming. Peters said the company is exploring real-time voting features for its expanding slate of live shows and events. This capability could debut in Star Search, the classic talent competition Netflix plans to revive in 2026.

    For the July-September quarter, total revenue rose 17 percent year-over-year to $11.5 billion, while profit climbed 8 percent to $2.5 billion. Both figures came in below Wall Street expectations, primarily due to a one-time $619 million tax expense in Brazil, sending the company’s share price to fall 10 percent today. Without disclosing the exact subscriber number, co-CEO Ted Sarandos said the company now serves nearly a billion viewers globally. 

    Netflix is also delving deeper into generative A.I. to boost efficiency and creativity across its operations, from content localization and dubbing to personalized viewing recommendations. Recent examples include the use of A.I. in Happy Gilmore 2 to de-age characters in an opening flashback scene, and in Billionaires’ Bunker, a Spanish-language original created by the Money Heist team, where A.I. tools helped design sets and wardrobes.

    In response to an analyst question about A.I. and tools like OpenAI’s video-creation platform Sora, Sarandos emphasized that Netflix isn’t concerned about A.I. replacing human creativity. “For what we do, it takes a great artist to make something great. A.I. doesn’t automatically make you a great storyteller if you’re not [one],” he said.

    Beyond its advances in ad tech and A.I. applications, Netflix continues expanding its brand beyond the screen. The company is building a real-world ecosystem that spans merchandising, gaming, live events and new consumer experiences. Initiatives include a recent Spotify podcast partnership, a “Netflix House” entertainment center rollout, a Netflix-branded restaurant in Las Vegas, and new toy and collectibles collaborations with Mattel and Hasbro tied to KPop Demon Hunters.

    Netflix Shifts Focus From Subscribers to Ads, A.I. and Real-World Ventures

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    Andy Meek

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  • Netflix Is Planning on Making ‘KPop Demon Hunters’ Its ‘Star Wars’ Merchandising Machine

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    Harkening back to the Star Wars pre-order cardboard days, Netflix is playing catch-up by making sales for KPop Demon Hunters toys and merch available before the actual products are ready.

    Netflix has announced partnerships with Hasbro and Mattel in response to the massive demand from the fans for KPop Demon Hunters toys. Projected to roll out starting spring 2026, there will be a range of global products, including collectibles, games, and role-play products that will bring the world of Huntr/x and the Saja Boys to the homes of fans eagerly wanting to add their favorite characters to their toy troves.

    Mattel’s KPop partnership with Netflix will feature dolls, action figures, accessories, collectibles, and playsets. We’re already imagining a concert playset with action figures. There will also be collabs with Mattel’s co-brands, which could mean Little People figures for the littlest of Huntr/x fans. But the fan age range is truly from baby to adult, because while I want toys for my little one, I also want the Mattel Creations three-pack of Huntr/x dolls for myself that was announced just today.

    The deluxe fashion dolls, which have yet to actually be revealed, feature Rumi, Mira, and Zoe in their showstopping finale performance looks—and yet I’ve never clicked faster on a pre-order page ahead of the sale going live November 12.

    © Hasbro

    The Hasbro-Netflix KPop partnership is also gearing up to be expansive and filled with must-haves. Plushes stood out to us immediately—we need high-quality Derpy tigers!—and there will also be youth electronics and role-play options tying in with Hasbro Games, Wizards of the Coast, and Nerf. Please, please make Nerf versions of the amazing Huntr/x demon-fighting weapons. And maybe a Magic secret lair, considering Wizards of the Coast has already done ones for Post Malone and Hatsune Miku.

    Hasbro’s early drop announcement is a card-based variation on Monopoly, Monopoly Deal: KPop Demon Hunters, which is already available for pre-order on Amazon, Target and Walmart, with orders shipping January 1, 2026.

    KPop Demon Hunters products from Mattel and Hasbro will be available to retailers by spring 2026 and continue arriving through the rest of the year. That means they won’t arrive in time for this year’s holiday gift-giving, but you could print out pre-order confirmations to stuff into stockings in the meantime: “IOU the Huntr/x Dolls. Love, Santa.”

    Want more io9 news? Check out when to expect the latest Marvel, Star Wars, and Star Trek releases, what’s next for the DC Universe on film and TV, and everything you need to know about the future of Doctor Who.

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    Sabina Graves

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  • Parenting 101: Barbie x Ilona Maher – International Day of the Girl Campaign

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    Mattel, Inc. recently announced that Barbie is celebrating International Day of the Girl by introducing Team Barbie, a coalition of four powerful role models and professional rugby players from across the globe to encourage girls to own their confidence proudly. The brand is honouring these incredible athletes who recognize and harness their own power with one-of-a-kind dolls made in their likeness because Barbie knows if you can see it, you can be it.

    Knowing how crucial sports can be in helping build communication skills, confidence, and teamwork, Barbie is committed to empowering the next generation to get their head in the game (and stay there) by sharing the powerful stories of this year’s role models:

    • Ilona Maher (US): Olympic medalist, social media star, and body positivity advocate challenging stereotypes by embracing the strength of femininity.
    • Ellie Kildunne (UK): Key member of England Rugby’s Red Roses team, World Champion, 2024 World Rugby Player of the Year and trailblazer in the rise in interest in women’s rugby.
    • Portia Woodman-Wickliffe (NZ): Two-time Olympic & World Champion, known for redefining the game with record-breaking performances.
    • Nassira Konde (France): Dynamic rugby star and Olympic medalist known for uplifting the next generation by embracing inclusion, skill, and fearless ambition.

    “At Barbie, we believe that girls can be, and do, anything,” said Krista Berger, Senior Vice President of Barbie, Mattel, in a press release. “We’re committed to breaking down the barriers – from gender stereotypes to self-doubt – that hold girls back from realizing their limitless potential. By showcasing the stories of incredible role models whose confidence has fueled groundbreaking success, we’re showing girls that the future of sports, or wherever their passion takes them, is theirs to claim, with Team Barbie cheering them on.”

    – JC

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  • Mattel is revamping its work spaces as employees return to the office

    Mattel is revamping its work spaces as employees return to the office

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    Mattel, the toy maker behind major brands such as Barbie and Hot Wheels, is upgrading its real estate holdings, moving its studio operations and design center into new homes.

    The company, headquartered in El Segundo, is planning to move its studio operations to a recently renovated 60,000-square-foot building by 2025. Mattel signed a multiyear contract to lease the office space at 831 S. Douglas St.

    Mattel is planning to move its studio operations to a recently renovated 60,000-square-foot building by 2025.

    (Courtesy of Continental Development Corp.)

    The building, located near Mattel’s current headquarters on Continental Boulevard, includes studios the company will use to shoot photos and videos to promote its products, as well as a patio that has fire pits and barbecue and kitchen areas. The building is close to other amenities including restaurants, an upscale athletic club, hotels and stores. For the last 30 years, Mattel has housed its studio operations on its campus, which includes multiple buildings.

    The real estate deal is part of Mattel’s efforts to revamp its office space as the company aims to bolster productivity and creativity in the workplace along with attracting new employees. As workers start returning to the office after the COVID-19 pandemic, businesses are trying to make the office more attractive for employees who have been accustomed to working remotely.

    Workspaces inside an office building

    The interior of a building Mattel is moving its studio operations to by 2025. Mattel signed a multiyear contract to lease the office space at 831 S. Douglas St.

    (Courtesy of Continental Development Corp.)

    The industrial building, part of Continental Development Corp.’s Continental Park campus, was recently transformed to include a studio production area to meet Mattel’s creative needs.

    “Employers have strived to provide reasons for their employees to want to come back into the office and interact with their peers, said Bob Tarnofsky, executive vice president of real estate at Continental Development. “The amenities that they provide are far greater than what we saw typically pre-COVID.”

    As employers rethink the future of work, it’s not uncommon for businesses to sign shorter-term leases, Tarnofsky said. Mattel, however, signed a long-term lease. He declined to say how much Mattel paid for the lease and how long it lasts.

    A patio area

    A patio with fire pits is among the amenities of the building.

    (Courtesy of Continental Development Corp.)

    This year, Mattel also announced it will be moving its design center, which has been located on Mariposa Avenue for more than three decades, to a newly renovated building in 2026. The center, where employees design the hair, clothing and other parts of toys, will be housed in a 167,767-square-foot office space known as Grand + Nash at 2160 E. Grand Ave. Mattel purchased the space for $59 million from New York Life Insurance.

    “We are embarking on a significant interior modernization of our headquarters building at 333 Continental Boulevard, infused with the same design principles and inspired by office modernization efforts at Mattel offices around the globe,” David Traughber, Mattel’s senior vice president of finance and head of global real estate, said in a statement.

    The buildings that currently house Mattel’s studio operations and design center are leased facilities the company will be vacating.

    As of December 2023, Mattel had approximately 33,000 workers in more than 35 countries worldwide, according to the company’s annual report. The company has roughly 2,000 workers in El Segundo and offers its employees a hybrid work environment.

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    Queenie Wong

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  • “Barbie Bootcamp:” A Look Inside the Mattel Archive That Inspired the Film

    “Barbie Bootcamp:” A Look Inside the Mattel Archive That Inspired the Film

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    For longtime fans of all things Barbie — which is currently in the middle of celebrating its 65th anniversary — Greta Gerwig’s Barbie film provided a different level of enjoyment. Filled with references to notable dolls and doll accessories from decades past, Margot Robbie’s Barbie and Ryan Gosling’s Ken wore bespoke ensembles dating back to brand’s 1959 inception.

    Both Mattel’s head of design for dolls Kim Culmone and chief branding officer Lisa McKnight have reasons why Barbie has been special to them. McKnight, who described herself as living and breathing Barbie, offers, “to see the world get to know Barbie in her current form and for people that no longer play with the doll reappraise their view on Barbie because of the movie has been incredible.”

    The filmmakers behind the $1.44 billion grossing movie were briefed on Barbie’s origin story and were taken to the Barbie archive at Mattel headquarters in El Segundo, Calif.

    “We gave them what I call the ‘Barbie Bootcamp,’” says McKnight of first meeting with Robbie, Gerwig and other members of the Barbie team. “Full immersion into the brand.”

    In speaking about the company’s process with Jacqueline Durran, the Oscar-nominated costume designer for the film, Culmone says, “My team and I created multiple decks of chapters of Barbie’s fashion history.” The costume designer also did her own research, and the team often went back and forth to provide the designer with physical samples and different versions of Barbie fashion packs.

    For McKnight, who has been with the company for nearly 25 years, the Barbie movie was like a partial scrapbook of her own career history. She says, “Sugar Daddy Ken to Video Girl Barbie, some dolls that I worked on, it was just a kick to see them all larger than life.” Sugar Daddy Ken, also known as Palm Beach Sugar Daddy Ken, was priced at $82 upon launch in 2009 and was meant to appeal to adult collectors.

    Hot Skatin Barbie, 1994

    Courtesy of Mattel

    While the Mattel team is arguably the most knowledge about all things Barbie, execs found that they discovered new parts of the doll’s long history in the making-of process for Barbie. McKnight says that one Barbie fact that struck a particular cord with the team: The doll pre-dates women’s guaranteed right to a bank account of their own. (Barbie was released in 1959. Meanwhile, the Equal Credit Opportunity Act was signed into law in 1974.)

    “Barbie was created at a time when women couldn’t even have their own bank accounts and created by a female entrepreneur, working mom,” McKnight said. “It’s a great reminder when you think about how far we’ve come.”

    President Barbie

    Courtesy of Mattell

    There was also some other unexpected reminders.

    “We had a doll that came with a dog that pooped called Pooping Tanner. It came with a pooper scooper.” Barbie featured a life size Pooping Tanner that wandered around the home of Weird Barbie (played by Kate McKinnon). Says McKnight, “I will say, it was a bestseller.”

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    Nicole Fell

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  • The Intellivision Amico Console Is Somehow Still Not Dead

    The Intellivision Amico Console Is Somehow Still Not Dead

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    We bet you’d forgotten about sort-of-Intellivision’s disastrous attempted console, the Amico. Revealed in 2020 as this super-cheap, super-exclusive, family-friendly gaming machine, replete with exclusive $8 games, the following years saw the business go through clusterfuck after clusterfuck. And yet it seems it’s still somehow not dead. There’s an attempt to rejuvenate interest in the wholly undesirable project by releasing an app for your telephones. Not one telephone, no. You need at least two. Oh, and wait until you see the prices. Let us take you through the whole sorry tale.

    The Amico, much like the also-disastrous but at least briefly extant Ouya, is an Android-driven console that was hoping to surf on people’s nostalgia for the late ‘70s Mattel home gaming device. Its initial fundraising effort saw it raise an astonishing $11.5 million. But since then, it’s been one colossal mess after another.

    A year after the initial announcement, the Amico’s intended price had increased by 50%, its game prices were up to $20 and no longer exclusive. In the meantime, Intellivision’s former CEO, Tommy Tallarico—who bought the rights to the name Intellivision and its games in 2018—had been very online in increasingly unhelpful ways, including following a range of white supremacists on Twitter.

    This non-releasing of a console reached what appeared its nadir in October 2021, when the company tried selling NFTs (remember them?) alongside physical RFIDs of games that didn’t exist for a console that didn’t exist. By this point, those game prices had increased from the proposed $8 to $150 for eight. And you couldn’t play them.

    Jump almost a year onward to June 2022 and everything got a whole lot worse. In February, GI.biz reported that the shambling zombie corpse of the once-loved Intellivision brand was in big financial trouble, saying it was going to struggle to make it to July. In June, emails were sent out to those who had pre-ordered the ethereal machine and were increasingly frustrated about the lack of news: in this it was revealed that another attempt at fundraising had gone (not unexpectedly) disastrously, falling short of an attempted $5 million by $4,940,000.

    This came with “significant” job losses, attempts to hawk the IP elsewhere, and remarks about how they were struggling to keep up with an “influx” of refund requests.

    Read More: Intellivision Is Selling NFT Games For A Console That Ain’t Even Out Yet

    Since then, both Intellivision and Tallarico have been much more quiet. Neither’s X accounts have updated since April 2022—for the latter, that’s likely an advantage, but for the former it’s not a great look. The official website for the “console” has had one news update since October 2021, which happened in May this year. This took the form of a screed from new CEO, Phil Adam, which instead of saying, “Here’s why we haven’t released the console we pretended to unbox last year,” rather opted for meandering nonsense about being “in the business of creating a living room experience that brings people of various ages together in group play…”

    The post went on to claim the imminent announcement of a “string of new partnerships,” once again suggesting they were just about to—any time now—start licensing out the IP. No further information on that has appeared.

    Extraordinarily, the post about having still failed to ship a hardware console went on to say, “We cannot solely be dependent on a traditional hardware console business model.” And then as if that weren’t enough, these incredible words appeared:

    We want to assure our fans that shipping a console remains a part of our product strategy.

    For “fans” one can presumably read, “the few people who haven’t demanded a refund.” It’s hard to imagine anyone among them who wasn’t thrilled to read that getting the thing they’d paid for would remain “part of” the company’s plans.

    It’s in this post that Adam first reveals the intention to “bring the Amico experience to other hardware platforms, starting with mobile devices.”

    “Amico Home,” he said, “will dramatically reduce the hardware footprint needed to enjoy Amico games.” No shit! Putting out Android games on Android phones sure doesn’t require a whole other console, although does perhaps somewhat fall short on the promise of its bespoke controllers and family-focused living room euphoria. (Although that footprint isn’t as reduced as you might think…)

    “Those who supported Intellivision early on,” he said, “helped set the foundation for all that we have been able to achieve.” Sadly he didn’t find room to list exactly what those achievements might be.

    What’s Amico Home like to use?

    And now we can bring things entirely back to where we started, and an update on the Amico’s fundraising page that appeared on Tuesday, November 22. (Thanks Brandon Sheffield!) Not shared on the official site, nor on social media, Phil Adam brings the news that the mobile app he promised was arriving in “the coming weeks” some six months ago is finally here! Sort of! In beta!

    Leap to your non-Apple (for now) electronic telephone and you can now install Amico Home (Early Access) for Android. I just did, and let me tell you, this is one janky piece of crap. Before I could even click on one of the plain-text options, a screen called “TIPS AND TRIVIA – Cool things you might like to know” appeared to inform me that “Amico Home requires a separate controller per player to operate. Use mobile devices running the free Amico Controller app or real Amico controllers.” And then stayed there. Impossible to close.

    Because, seriously, to use this you need another Android phone to act as a controller. I swear to God, I did this for you. And to be fair, it hooked the two phones together without even having to ask for permissions or run any setup. (Is that good? I’m really not sure.) However, I cannot tell you how stupid it feels to control the screen on one phone by moving a virtual analogue stick on another phone. Nor how unbelievably frustrating and fiddly those controls are.

    Image: Intellivision

    According to the update page, a whopping two games are available to play right now, with an eye-watering two more due soon. Yes, that’s four games. Currently available are Astrosmash and Missile Command, which yes, you’re right, are original Intellivision games from 1981 and 1980 respectively, with reworked graphics that look like freeware from around 1998. And of course, both are free to play during this early beta perio… HAHAHA! I was joking! THEY’RE $15 EACH!

    Sorry, but that was my limit. I’d take a photograph of how stupid it looked spread across two mobile phones on my desk, but I’m already using two mobile phones so don’t have a camera to hand.

    Astonishingly, this increasingly embarrassing attempt to keep their nightmare alive has driven someone to the point of writing these words:

    For many households that already have a family tablet, Amico HomeTM is an affordable way to enjoy family gaming entertainment. We are delighted to invite you to join the family gaming revolution today with Amico HomeTM!

    This is, to be clear, bullshit. It’s not affordable to create a system where you need to have a tablet and a telephone in order to be able to play a port of a 40-year-old arcade game, and then charge fifteen bucks per game! If you’re a family with a tablet, I’ve good news for you: the Google Play Store has fifty squillion free games you can download and enjoy right now, and you don’t even need to use your toaster and fridge to control them.

    (Those who bought into the NFT idiocy will be able to redeem those RFID chips against games for this clumsy app nonsense, you know, when those games are released.)

    But there’s good news! According to this rambling update, “The release of Amico HomeTM [sic] puts us on a better footing to attract such investment or to eventually fund manufacturing from the proceeds of Amico HomeTM game sales.”

    Oh my god, no. No it won’t. This bewilderingly idiotic two-phone system for playing four-decade-old games at $15 a pop, that isn’t being advertised anywhere outside of an update to the remaining marks who backed the project (who should get the games free anyway), isn’t going to make any money at all. This company has managed to make releasing Android games on Android phones into something unmanageably complicated, expensive and unpleasant. It’s going to be a disaster. As has every other aspect of this years-long debacle.

    Oh, you can still “pre-order” an Amico! Incredibly, it’s—um—free to do so. Although when it definitely comes out, it’ll now be $290 with one controller (and presumably a bit empty space on top) or $340 with two. I wouldn’t!

    We have, of course, reached out to Amico, and will be delighted to update when they get back to us.

     

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    John Walker

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  • The Queen of Christmas Gets Her Own Holiday Barbie Doll

    The Queen of Christmas Gets Her Own Holiday Barbie Doll

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    The Mariah Carey Barbie doll, wearing a red sparkly dress and holding a microphone.

    Mariah Carey’s holiday anthem “All I Want for Christmas Is You” is already climbing the charts in anticipation of the holidays, as it does every year since its release in 1994. And now, you can belt it out with your very own Mariah Carey doll, just like you did with your Spice Girls dolls as a kid. (Or was that just me?)

    On Friday, Mattel released its “Mariah Carey Barbie Doll, Holiday Celebration Collectible,” which is a decent representation of the singer with long, blonde hair, sparkly earrings, a replica of Carey’s silver butterfly ring, red, strappy heels, and a glittery red trumpet gown that hugs her curves.

    “It’s a once-in-a-lifetime dream to have my own Barbie!” Carey said in a statement. “If I could go back and tell my little girl self that one day, I would have a Barbie made in my likeness, I think she would flip out! I hope all collectors and fans everywhere enjoy the holiday season and hopefully, the Mariah Barbie will be a wonderful addition to it!”

    Mattel released the doll one day after the launch of Carey’s “Merry Christmas One and All Tour” and two days before she’s scheduled to perform her perennial Christmas hit at the 2023 Billboard Music Awards. Although the song was released nearly 30 years ago in 1994, this marks the first time the song has been performed at an awards show.

    If you want your own mini Mariah, you can purchase the “Mariah Carey Barbie Doll, Holiday Celebration Collectible” doll for $75. In addition to the doll itself, the purchase includes a doll stand and a Certificate of Authenticity from Mattel.

    (featured image: Mattel)

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    Samantha Puc

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  • Old ‘Barbie’ Animated Series Becomes a Huge Hit on Netflix

    Old ‘Barbie’ Animated Series Becomes a Huge Hit on Netflix

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    Barbie’s enormous success in theaters continues to reverberate throughout the pop culture world. Rather than just showing up and doing insane numbers at the box office and that being that… Barbie is having a full-blown resurgence. Mattel has slowly and steadily been releasing tons of Barbie material over the years, just nothing quite on the level of the blockbuster feature film.

    Between 2001 and 2009, 16 direct-to-video Barbie films were released. A good few of those are available on streaming services. The real star here is Barbie: Life in the Dreamhouse though. This series has managed to take the number 5 spot on Netflix’s weekly top ten shows list, racking up 1.9 million viewers and 9.1 million total viewing hours.

    The series actually started out premiered the internet, available on YouTube and the official Barbie website back in 2012. Up until the release of the Barbie movie, the streaming numbers for the series weren’t really anything to write home about. Now though, we can expect a very major uptick in pretty much all Barbie-related activity.

    A titlecard for Barbie Life In The Dreamhouse
    Mattel

    READ MORE: The Best Barbenheimer Memes On Social Media

    Life in the Dreamhouse follows Barbie and her boyfriend Ken, and various other characters in a mock reality show format. While not quite as meta as Greta Gerwig’s film, it does occasionally satirize the tropes of the Barbie brand.

    Aside from just the major increase in attention on Barbie-related media, Mattel has big plans for the future. There are projects in the works centered around everything from Barney to Hot Wheels. There’s also the potential for a sequel in the works, although Barbie director Greta Gerwig said there were no immediate plans as of now. The focus was on creating a really solid single work, not so much on setting up a whole media franchise. Upon seeing the success of the first Barbie, Mattel will almost certainly want to make another.

    If the movie wasn’t enough for you, you can definitely check out Barbie: Life in the Dreamhouse on Netflix.

    The Best Movies of 2023 So Far

    Through the first half of the year, here are the movies you have to see.

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    Cody Mcintosh

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  • This Ken Is CEO: An Interview With Mattel’s Ynon Kreiz

    This Ken Is CEO: An Interview With Mattel’s Ynon Kreiz

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    The first time we meet the Mattel CEO as played by Will Ferrell in Barbie, he’s holding pink drumsticks and waxing poetic about how to empower young girls. “When you think of sparkle, what do you think after that?” he asks a boardroom full of besuited white men. The answer, he’s delighted to share, is this: “Female agency!”

    You’d be forgiven if you walked out of the movie assuming that the actual high-powered executive behind the most famous doll in the world is, in the words of Ferrell himself, a “bumbling idiot.” In Greta Gerwig’s depiction, he’s inept, likes to be tickled, and doesn’t seem to understand that trying to literally put Barbie back in her box is at odds with his aim of supporting little girls’ dreams “in the least creepy way possible.” Watching the film, I could hardly believe that Mattel and CEO Ynon Kreiz signed off on the depiction. “We embrace self-deprecation,” says Kreiz in an interview. “I thought many parts of [the movie]—especially the Will Ferrell part—were very funny, hilarious at times. We take our brands very seriously and we take what we do very seriously, but we don’t take ourselves very seriously.”

    Perhaps Kreiz could sense that it would pay off to be in on the joke. In its opening weekend, Barbie earned an astonishing $162 million domestically and another $182 million abroad. It was not only the top opening of the year, but a record for a female director. “The goal was always to make something very special,” Kreiz says. “This was not about making a movie. This was about creating a cultural event that will reach, engage, and touch consumers all over the world.”

    Mattel CEO Ynon Kreiz poses with Will Ferrell at the Barbie wrap party.

    Courtesy of Mattel.

    It’s doing just that. One half of what will forever be remembered as Barbenheimer (that’s Barbie and Oppenheimer, which opened on the same day and took home a combined $500 million-plus at the box office in just one weekend), Barbie has been inescapable for weeks. Kreiz tells me Mattel worked with 110 different brand partners to unleash a torrent of pink. There’s Barbie clothing at Gap, Beis Barbie luggage, and even a pink burger 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. “We know how to market Barbie and how to create a cultural conversation around the brand. We typically do that without a movie. When you have such a strong proposition in the marketplace, we can amplify that and create the type of excitement that you’re seeing right now globally.”

    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. (For that, you’ll have to wait for its next earnings update, currently scheduled to drop on July 26.) But he teases that “the movie-related product is selling very well.” And Barbie is 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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    Natalie Jarvey

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  • Airbnb Offering Free Stay At Life-Size Version Of Barbie’s Malibu DreamHouse

    Airbnb Offering Free Stay At Life-Size Version Of Barbie’s Malibu DreamHouse

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    Airbnb has announced that a three-story mansion modeled after Barbie’s iconic Malibu DreamHouse will be available for limited booking ahead of the release of the Barbie movie. What do you think?

    “As if staying in a regular house isn’t exciting enough.”

    Jen Plunkett, Ring Molder

    “Good luck finding adults who want to live out the nostalgia of their childhoods.”

    Duncan Kinch, Board Member

    “Is there a gimmick fee added?”

    Ryan Schweter, Canine Entertainer

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  • Barbie, Baby!

    Barbie, Baby!

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    Growing up as a girl, I played with all sorts of dolls: American Girl, Bratz, Polly Pocket, and of course, Barbies. I had the Dream House, the Dream Car, the color changing mermaid, and don’t forget about Ken. But as I aged, Barbie became a bit more problematic.

    Suddenly, we grew up and realized that Barbie wasn’t representing diversity (by any means) very well. She was dimensionally impossible, but she grew up as our role model! How could we spend our lives aspiring for blonde-haired, cinched-waisted, pink-loving Barbie if the girl selling the dream was unattainable?

    And then there were the controversial Barbies…1965 Slumber Party Barbie had a scale set to 110 pounds and a dieting book titled “How To Lose Weight” with the advice “Don’t Eat!” Not our role model promoting eating disorder culture!

    1965 Slumber Party Barbie

    Daily Mail

    Mattel was failing to realize that by making Barbie a doctor, lawyer, homeowner, extraordinaire, she truly was our role model as little girls. We were looking at these dolls potentially seeing what our future could look like. And if it meant being 110 pounds to have the Dream Car, that sends the opposite message.

    But there is no one I have more faith in than Greta Gerwig to do the injustices of Barbie justice. We have just under one month until Gerwig’s
    Barbie movie releases into theaters…on the same day as Christopher Nolan’s polar opposite Oppenheimer, which has started its own collection of memes for a double-header day.

    Barbie has already stolen the hearts of social media with perhaps the best marketing we’ve seen for a movie in a long time (barring the accidental chaos marketing of Don’t Worry Darling). We’ve gotten picturesque stills of BarbieLand, the Architectural Digest tour of the Dream House, hilarious trailers, and of course the iconic movie posters. The main message of the posters? Barbie (Margot Robbie) is everything, and he’s just Ken (Ryan Gosling).



    From the trailer we can tell that Barbie lives in her pink world with other Barbies and Kens, like Dua Lipa being Mermaid Barbie. But one day when Barbie throws her party (complete with synchronized dance and bespoke song), she lets a thought out:
    “Do you guys ever think about dying?” Party halts.

    Now that she’s contempating her mortality, things for Barbie become less than perfect: her heels touch the ground (gag) and she falls off her roof (gasp)..So she’s given a choice: return to her world (presented as a high heel) or go to the Real World and figure out what life’s really about (presented as a worn out Birkenstock). Unfortunately for Barbie, she has to choose the latter.

    In BarbieLand, she explains, “
    Basically everything men do in your world, women do in ours.” As for the Kens? “I honestly don’t know.” If you can tell the theme of this film so far, it’s that women are running the show.

    But what Greta Gerwig gets right with
    Barbie so far is that BarbieLand is impractical. In the Architectural Digest tour, Margot Robbie shows us how the pool is fake because there are no elements in Barbie’s world. She showers without water, has a fridge filled with decal food, and a lot, she admits with a laugh, is “not super practical, but nothing is for Barbie.”

    The success of the movie already is proving to be major. With Ryan Gosling’s fierce dedication to being Ken, you find it hard
    not to root for this movie in the box office. He’s given us quotes like “If you really cared about Ken, you would know that nobody cared about Ken” and coined the term “Ken-ergy.”

    On Jimmy Fallon, Gosling likened Ken to an un-cool accessory, saying that nobody really ever played with a Ken doll. “
    I was surprised how…some people were clutching their pearls about my Ken, as though they ever thought about Ken for a second. They never played with Ken! Nobody ever plays with Ken.”



    And we’ve already seen the blazing hot pink merchandise that has scattered stores. You can buy Barbie-inspired satin pillowcases, Barbie glassware, Barbie cookware. Our lives are suddenly immersed in our picturesque Barbie DreamWorld,
    but this time with a grown-up twist.

    We’re no longer emulating the Barbie look, per-se…but the Barbie Dream. It’s about female empowerment and uplifting others, becoming successful in your own way, and loving the color pink always. It’s more of the Barbie mindset than the Barbie body.

    With a star-studded cast consisting of Will Ferrell, Margot Robbie, Ryan Gosling, Simu Liu, Emma Mackey, Kate McKinnon, and more…and an equally studded soundtrack with features from Nicki Minaj and Ice Spice, Dua Lipa, Ava Max, Charli XCX, Khalid, Lizzo, etc. This movie radiates power.

    As a lover of all things pink, I’m here for the Barbie collabs. Here are my faves to get you ready for the movie of the summer:

    Kitsch x Barbie

    Homesick Barbie Dreamhouse Candle

    Barbie x Barbie

    Bloomingdales Barbie The Movie Popup Shop

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    Jai Phillips

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  • The ‘Barbie’ Movie Caused A Global Pink Paint Shortage | Entrepreneur

    The ‘Barbie’ Movie Caused A Global Pink Paint Shortage | Entrepreneur

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    Life in plastic is certainly fantastic but creating the perfect Barbie dreamworld for the upcoming “Barbie” movie came at quite the cost to the global supply chain — that is, a global shortage of pink paint.

    Director Greta Gerwig and production designer Sarah Greenwood told Architectural Digest that the Palm Springs set for the soon-to-be-released film took a lot more pink paint than people realize.

    Gerwig’s set designers handpainted the background of the San Jacinto mountains instead of using CGI or other technology in an attempt to keep the set as authentic and playful as possible, which of course meant more raw materials.

    While creating the set, international supplies of the iconic pink shade associated with the Barbie brand paint (from the company Rosco) hit a low, in some places nearly depleted.

    “The world ran out of pink,” Greenwood told the outlet.

    Rosco reps told CNN that the sets were being developed “during a time when we were still experiencing the global supply chain issues, and the paint supply was hit particularly hard.”

    “We delivered everything we could, they got it all. We can’t wait to see how it looks in the film!” said VP of Marketing and Digital for Rosco, Lauren Proud, per CNN.

    Gerwig was insistent that she “wanted the pinks to be very bright, and everything to be almost too much” in the creation of the fantasyland, and from the looks of the film’s official trailer, she seems to have succeeded.

    Barbie is set to hit theaters on July 21, 2023.

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    Emily Rella

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