Mattel’s Cinematic Ambitions: Robbie Brenner’s Plan to Expand the Barbie Blockbuster

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Recently, Robbie Brenner along with other Mattel leaders journeyed to the Sundance Film Festival. For five days, they endured chilly mountain air to explore up-and-coming filmmakers who could potentially collaborate on movie and TV projects inspired by Mattel’s array of toys – a diverse selection ranging from Hot Wheels to Thomas the Tank Engine to He-Man.

According to Brenner, who holds the position of president at Mattel Films, Sundance represents the cutting edge of what’s to come. We aim to collaborate with exceptional talents early on, hoping to partner with the future Christopher Nalons before they rise to prominence.

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At Sundance, a festival celebrated for nurturing unconventional artists, it might seem unusual to discover the ideal director for the upcoming American Girl film. However, Brenner made a daring decision by selecting Greta Gerwig, renowned for her heartfelt and poignant coming-of-age films such as “Little Women” and “Ladybird,” to helm an energetic adaptation of “Barbie.” Gerwig managed to preserve the character’s innocence in a manner that satisfied Barbie fans, while infusing the movie with a subversive touch that delighted viewers who didn’t know Skipper, Ken, or the Malibu gang. The film garnered an Oscar nomination for best picture and grossed close to $1.5 billion globally.

According to Brenner, ‘Barbie’ served as a demonstration of our ideas. It signaled to the industry that we’re not just present but serious about our intentions, and that we aim for excellence.

Risk-taking comes naturally to Brenner, who has spent much of her career off the beaten path, creating independent films like “Dallas Buyers Club” (2013). She was taken aback when Ynon Kreiz, CEO of Mattel, contacted her over six years ago, seeking her insights on how the company could break into Hollywood. “This was the last thing I ever considered doing a job like this,” she admits. “It seemed to drop from nowhere. I was engrossed in my filmmaking work, trying to produce movies that resonated with me and carried significance.

However, during a meal at the Polo Lounge, they found themselves sharing a common enthusiasm for storytelling and resilience. Brenner explains, “He sought someone with an entrepreneurial mindset.” He goes on to say, “I’m the type of person who, despite a thousand doors being shut in my face, I keep knocking. The same spirit is required in independent filmmaking.

Mattel has leveraged the popularity of “Barbie,” revealing over a dozen movie and TV productions in the works. Travis Knight, who is renowned for his work on stop-motion animation films such as “Kubo and the Two Strings,” was recruited to breathe life into Castle Grayskull with “Masters of the Universe.” Filming for this project commenced in February.

Brenner hints that it’s completely one-of-a-kind, with its distinctive color choices, character designs, and overall mood, yet it still follows the traditional structure of a hero’s journey.

Additionally, there’s a movie based on Matchbox characters being filmed in Budapest, starring John Cena. Moreover, there are numerous projects at different stages of production. Among these are a Polly Pocket film featuring Lily Collins, a modern take on Bob the Builder with Anthony Ramos, an action-packed Rock ’Em Sock ’Em Robots tale featuring Vin Diesel and Tom Hanks as Major Matt Mason. The aim is to provide creative freedom for the project directors, while setting some boundaries.

She states that our film won’t be rated R. We won’t rely on explicit language, adult content, or intense violence. However, we remain flexible beyond those boundaries.

Despite all these films being successful, none of them seem poised to achieve the cultural phenomenon status that “Barbie” is anticipated to reach.

In a whirlwind of cinematic brilliance, I declare that ‘Barbie’ was a once-in-a-lifetime masterpiece. Will we ever witness such celestial alignment again? I fervently pray so. Yet, I must maintain my focus and not let the resounding success of ‘Barbie’ cloud my vision. Instead, I am determined to pour all my creativity into crafting each subsequent film as unique and distinctive as a snowflake.

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2025-03-06 22:57