In some ways, the new film has been four decades in the making. And it all comes down to Mattel’s savvy franchising strategy, starting in the 1980s.
Articles on Mattel
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He-man only pokes fun at parts of itself and is uneven as a result.
Expert researchers give their view.
What happens when your child’s toy appears to care for them – but doesn’t really?
Barbies have historically been associated with the promotion of harmful gendered norms and stereotypes. Is Mattel seeking redemption?
Millennial parents are actively seeking out toys, books and movies to educate their children about life and teach them values that align with their own.
The temptation to cash in on a global phenomenon might be strong. But Mattel has a history of fiercely protecting the Barbie brand with legal action.
Are you for or against Barbie? Writer-director Greta Gerwig piles irony upon irony to finally render the question completely redundant.
Barbie is an icon of nostalgia — but she’s also a forerunner of the metaverse.
A branding expert explains how this iconic but controversial doll has gone from teenage reject to movie star in 64 years.
Mattel created a new line of dolls because of research suggesting kids don’t want toys ‘dictated by gender norms’ – but supplanting those norms will take a lot more than that.
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Associate Professor of Marketing, HEC Montréal
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Professor of Law, University of Melbourne; Chair of Private Law, Te Herenga Waka — Victoria University of Wellington
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Assistant Professor of Human Development and Family Studies, Michigan State University
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PhD Candidate in Media, Technology & Culture, University of Toronto
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