Barbie movie starring Margot Robbie and Ryan Gosling will be a ‘cultural event,’ Mattel CEO says

Margot Robbie will star as Barbie in an upcoming movie from Mattel and Warner Bros.

Upcoming theatrical releases aren't meant to be used to sell toys. He doesn't want them to be part of a larger group.

Speaking with CNBC's Julia Boorstin at the Evolve Global Summit on Wednesday, Kreiz talked about the upcoming Barbie movie. He referred to the film as a cultural event.

Barbie is more than a toy according to him. It's more than a toy. Barbie is a cultural symbol. This movie is shaping up to be a societal moment for us.

The Barbie film is part of a larger strategy of transitioning from a manufacturing company to an intellectual property company that manages franchises.

In the last four years, the business has overhauled how it thinks about its products and how it engages with its consumers, as a result of the change in leadership at the company.

The entertainment content centered around its most popular brands is part of the process. The Barbie film is being worked on by Warner Bros. and will be written and directed by Gerwig and Baumbach.

Margot Robbie and Ryan Gosling on rollerblades film new scenes for ‘Barbie’ in Venice California. 27 Jun 2022.

He said of the film, which is currently in production, that it is going to be very exciting.

Quality content isn't just films and TV shows tied to toy lines.

He advised against trying to sell toys. Good things will occur if people watch the movie and engage with it. The opportunity for quality entertainment is based on our intellectual property.

The movie "Barbie" will be released in July of 2023.