Mattel, the company behind Barbie, American Girl, and Uno, is rapidly expanding from toys to digital games, merchandise, and films driven by its storied IP. This summer, Mattel will debut Greta Gerwig’s much hyped Barbie movie, the iconic doll’s first on the big screen in her 64-year history. Barbie is just the first of 15 projects in development from Mattel’s new films division, ranging from a Hot Wheels movie with J.J. Abrams to a Barney film with Daniel Kaluuya. Led by CEO Ynon Kreiz, Mattel also won back the lucrative Disney Princess contract from rival Hasbro, launching new dolls this year, and has broken ground on a theme park in Arizona.
Correction, 6/22:
The original version of this story misstated how many film projects Mattel has in development. It has 15, not 14.
A weekly newsletter featuring conversations with the world’s top CEOs, managers, and founders. Join the Leadership Brief.
- Donald Trump Is TIME's 2024 Person of the Year
- Why We Chose Trump as Person of the Year
- Is Intermittent Fasting Good or Bad for You?
- The 100 Must-Read Books of 2024
- The 20 Best Christmas TV Episodes
- Column: If Optimism Feels Ridiculous Now, Try Hope
- The Future of Climate Action Is Trade Policy
- Merle Bombardieri Is Helping People Make the Baby Decision
