If you had told me a decade ago that a Barbie adaptation would rake in a billion dollars at the box office, I would have thought you mad. But now, the plastic princess is not just a toy anymore; she’s a cinematic sensation.
According to Deadline, Barbie’s recent theatrical debut is set to contribute over $125 million to Mattel’s revenue this year. The Warner Bros. film has already crossed $1.4 billion worldwide. That’s right, billion with a ‘B’. Mattel’s Chief financial officer, Anthony DiSilvestro, acknowledged the film’s impressive performance, terming it a “nice contribution” that will bring in more money through 2024 and beyond.
To put this into perspective, Barbie has already surpassed Harry Potter and the Deathly Hallows: Part 2’s worldwide revenue, making it the highest-grossing Warner Bros. film. With Barbie setting the gold standard, Mattel’s CEO, Ynon Kreiz, believes that Barbie’s cinematic success is the perfect “template” for future Mattel films.
What you saw around the Barbie movie was, we believe, a template, a case study, an opportunity to truly understand the value and appeal that our brands have, the cultural resonance, and, importantly, our ability to execute these projects both creatively and commercially. We hope and expect to have more. I’m not saying it will be as big or as successful as Barbie, but it will be the same approach.
Mattel has already revealed plans to adapt several of its IPs into films, including Hot Wheels, Barney, Polly Pocket, and Major Matt Mason. With a lineup like this, it’s clear that Mattel’s not playing around. As DiSilvestro puts it, Barbie’s film was always part of a “holistic strategy” to capitalize on Mattel’s intellectual property.
In a world where cinematic universes are the norm, Mattel is carving out a niche for itself. By leveraging its iconic toy brands and combining them with innovative storytelling and marketing strategies, it’s proving that toys aren’t just for playtime.
Can other Mattel toys replicate this success? Or is Barbie’s cinematic triumph a one-off? Only time will tell. But for now, let’s bask in the pink-hued glory of Barbie’s box-office dominance.
Barbie is now available to buy and rent digitally, though you’ll have to wait till November to watch it on Max.
