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Read previewMattel CEO Ynon Kreiz is trying to transform the toy maker into an entertainment company — but don't look for it to be a funder or distributor in its own right. After 2023's smash success of Greta Gerwig's "Barbie," Kreiz has become one of the most intriguing figures in Hollywood. Kreiz spoke with Business Insider on Wednesday about lessons from Barbie and how he's turning Mattel into an IP company. At a time of massive disruption in entertainment, Kreiz thinks Mattel is well-positioned. But "Barbie" established a blueprint for Mattel's future projects in working with top creatives, providing promotion power, and staying true to its brands, Kreiz said.
Persons: , Ynon Kreiz, Greta Gerwig's, Barbie, Kreiz, John Cena, . Abrams, Kara Swisher, Mattel, Mattel Mattel, What's, We're, it's Organizations: Service, Mattel, Business, Advance, YouTube, Maker Studios, Disney, Endemol Group, Warner Bros, Procter, Gamble, Adobe Locations: Hollywood, ., New York, billings
He earmarked Margot Robbie to play Barbie, and has driven the group's push to exploit its brands. Ryan Gosling as Ken and Margot Robbie as Barbie in "Barbie." Warner Bros.Self-deprecationAccording to Bloomberg, Mattel gave Warner Bros. and Gerwig huge creative license on the movie – including how Mattel and its bigwigs would be portrayed. Kreiz, with his chiseled jaw, pearly white teeth and broader good looks, might look more like Ken, played by Ryan Gosling, than the ghoulish CEO played by funnyman Will Ferrell. Ferrell is listed only as "Mattel CEO" in the film's credits, adding an element of ambiguity.
Persons: Barbie, Margot Robbie, Will Ferrell, Ryan Gosling rollerblading, Ken, Kreiz, Barbie's, He's, Greta Gerwig's, Robbie, Mattel, Greta Gerwig, Ryan Gosling, funnyman Will Ferrell, Ferrell, Oscar, Daniel Kaluuya, Barney, Lena Dunham, helming, Lily Collins, It's, Polly Pocket, David Zalubowski, Kreiz – Organizations: Mattel, Bloomberg, Service, Maker Studios, Disney, Endemol Group, Brother, Fox Kids Europe, London's, Warner Bros, MGM, Arch, Hasbro Locations: Wall, Silicon
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