LOS ANGELES, CALIFORNIA: There is a new cinematic world in town, and it might be Marvel's toughest competitor yet. With not one, not two, but a staggering 14 toy-centered movies in the works, Mattel, the storied toy maker, is prepared to rule the big screen. Following the Greta Gerwig movie 'Barbie's debut, Mattel has now revealed intentions to produce more toy-based movies, including a live-action 'Barney', 'Polly Pocket', and 'Hot Wheels', among others.
With the enormous success of 'Barbie', Mattel now has the freedom to create anything they want, and they already have plenty of projects in the works with A-list collaborators. The critical success of 'Barbie' has also prompted viewers to think critically about the "very rich universe" depicted in the Margot Robbie-starring film. As CEO Ynon Kreiz stated in an exclusive interview with Variety, there are also plans to create a number of sequels for the movie.
Is Mattel trying to pull a Marvel?
Just a few days before 'Barbie' debuted, Mattel officials discussed their IP strategy, expressing their desire to create an entire 'Barbie' universe of sequels. Therefore, it is likely that the filmmakers will keep exploring ways to profit from the Gerwig movie in the future, and it might even inspire Mattel to develop its own cinematic world. Kreiz told Variety, “It’s a very rich universe… It’s a very broad and very elastic brand, in terms of opportunities.”
According to Robbie Brenner, the Oscar-nominated producer who oversees Mattel Films and produced 'Barbie' and all upcoming Mattel film projects, the studio was hoping 'Barbie' would be a financial success so they could consider sequels. Currently, 14 Mattel projects are under production, including 'Barney', 'Polly Pocket', 'Thomas and Friends', and 'American Girl', and they feature a variety of children's toys on their film schedule.
Beyond movies, the business has ambitious ideas for streaming television series, video games, and a Mattel theme park that is presently being built in Arizona. At a time when viewers are looking for alternatives to the predictable structure of superhero blockbusters, Mattel is attempting to create its own cinematic universe. With its broad selection of intellectual assets, Mattel seeks to enthrall already-existing fan communities and satisfy changing consumer tastes.
'Barney'
The famous purple dinosaur will serve as the inspiration for a live-action movie Mattel has previously referred to as an "A24-type" of "surrealistic" film. The Mattel executive quoted the well-known 'Barney' song ("I love you, you love me, we're a happy family") when he claimed that the future movie will be about "identity and finding who you love and who feels alienated" and "what does it all mean?" The movie will, in Brenner's words, "be more adult and have adult themes — and sort of be a little bit off-kilter."
'Hot Wheels'
A movie with vehicles, monster trucks, and motorcycles will showcase the top-selling toy in the world. According to producer JJ Abrams, the adaptation is "grounded and gritty." According to Brenner, the movie will include "real characters that you can relate to, that are three-dimensional, that have emotional journeys."
'Polly Pocket'
'Emily in Paris' star Lily Collins will play the micro-doll in a family comedy that 'Girls' creator Lena Dunham will write and direct. Brenner confirmed to Variety that a script exists, and she is convinced it is "great." Brenner refered to Collins and Dunham as "two of my favorite ladies ever" in his statement. Brenner exclaimed, "It’s been an amazing collaboration. Lena is so collaborative and rolls up her sleeves and really likes to roll around in notes and listen. She’s incredible. Lily is so smart and so specific and so productorial."
'Rock ‘Em Sock ‘Em Robots'
A movie based on Mattel's tabletop robot-battle game will star 'Fast & Furious' actor Vin Diesel. Brenner gushed, "Vin is excited. We’re working on developing a script and we’re all very excited about it."
'Magic 8 Ball'
Brenner hinted that the 'Magic 8 Ball' movie will "probably be a PG-13 thriller."
'American Girl'
According to Mattel, a family comedy centered on the doll industry is in the works, with stories and experiences that "help girls grow with confidence and develop character." Although Brenner is skimpy with details, she assures the audience, "We have something great in the works."
'Masters of the Universe'
An action-adventure movie with the potential to become a mega-franchise is still Mattel's goal for the universe of its popular characters. However, Variety exclusively revealed that Mattel is already looking for a new buyer for 'Masters of the Universe,' as Netflix canceled the project. In the most recent casting, He-Man was to be played by 'West Side Story' actor Kyle Allen and directed by the Nee brothers.
'Major Matt Mason'
Tom Hanks will play the 1960s Mattel astronaut action figure who resides and does business on the moon.
'UNO'
The world's most popular card game is now being adapted into a motion picture.
'Wishbone'
'Dumb & Dumber' director Peter Farrelly will direct the family-friendly adventure comedy starring the literary Jack Russell spaniel who rose to fame on PBS in the 1990s.
'Matchbox'
The iconic toy automobiles created in 1953 will serve as the inspiration for an action film.
'Christmas Balloon'
Not based on a toy, but this film will be based on the true account of how Mattel donated toys to help fulfill a young girl's wish after she pinned her Christmas list to a balloon and a bereaved couple found it. The toy manufacturer collaborated with the couple to grant the young girl's wishes. Mattel plans to use the narrative as inspiration for a family drama.
'View Master'
The picture viewer was created in 1939, long before virtual reality technology. An adventure movie will now be based on the vintage toy.
'Thomas & Friends'
A fantasy movie based on the children's animated train series will be directed by 'World War Z' and 'Monster's Ball' director Marc Forster.
'They’re about to pull an MCU'
Fans of animated and live-action movies immediately took to Twitter to express their excitement over Mattel's latest revelation of several other toy-based movies. One fan stressed on UNO movie and wrote, "I have never played UNO, have no idea how to play it, nor do I have any desire to learn. But I've been multiple verbal, and one physical, altercation break out over the game so I'm assuming it has potential." A second fan exclaimed, "They’re about to pull an MCU." A third Mattel fan gushed, "I feel like the Thomas movie could work really well If they focus less on the toy and more on the story and characters! Thomas and Friends is always at its best when they take things seriously." A chain of conversations followed about the making of the 'UNO' feature.
A Twitter user questioned, "How they gonna make a movie on UNO?" One user replied to the post, "It's a feature-length film discussing why you can't play a draw two on a draw two to then make the next person draw four." Another reply read, "They’re gonna make it a horror movie where they only survive where they win a uno match." Someone else responded, "There’s already an ongoing anime/manga series about 1 card game. All you need is exaggeration, a good ante, and, of course, stylized character designs." "That's easy. Make a tournament movie. Make it a comedy and hire someone like the makers of Game Night," chimed in another.
