The CEO of the toy manufacturer wants to turn the company into a franchise similar to the one of the superheros.
In an interview with Time published Sunday, Kreiz said that they looked at Marvel as a good analogy.
The toy conglomerate behind American Girl, Barbie, Hot Wheels, and Fisher-Price currently has 14 movies and 30 television shows in production.
As parents sought out new ways to cut down on screen time during the Pandemic, the company emerged as an unexpected victor. The company had its highest sales in two decades in the last half of 2020.
He wants Barbie to lead the way again. The brand's intellectual property is being used to expand from the toy aisle to both the small and big screen. Last week, Barbie made its Super Bowl debut in a Rocket Mortgage advertisement that came in first place on the USA Today Ad Meter.
The CEO of the company told Time that they were going to become an intellectual property driven company.
Barbie's growth comes in part from recent efforts to rebrand, with a focus on differentiating its dolls and brand messaging. The doll was recast as a role model for girls in the age of female empowerment in a 2015 ad.
The toy category is a strategic category for retailers, and the opportunity for us is to extend beyond it.
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