Mattel CEO Ynon Kreiz sat down with CNBC's Jim Cramer on Wednesday to discuss the launch of the brand's cinematic universe and Barbie's big screen debut, just days before the long-awaited film premieres.
Kreiz said the Mattel transformed its mindset when the company realized its customers are not just consumers, they're fans.
"This was not about making a movie, this was about creating an iconic cultural moment," Kreiz said.
"We transformed our business model," Kreiz, who became CEO in 2018, said.
Kreiz lauded Gerwig for creating a film that takes the iconic Barbie brand and makes it "relevant to everyone."
Persons:
Ynon Kreiz, CNBC's Jim Cramer, Kreiz, Greta Gerwig, Greta Gerwig's, Barbie, JJ Abrams, Barney
Organizations:
Mattel