After an exceptional promotional blitz and escalating suspense, Barbie, the live-action movie featuring Mattel’s quintessential fashion doll, is finally set to hit the big screen this Friday. The question that looms in everyone’s mind, though, is why it took an extraordinary 64 years to get here. Since her debut, Barbie has virtually monopolized the doll market, even racking up a staggering $1.49 billion in sales in 2022 alone. With films based on Transformers and G.I. Joe proving to be cash cows for Mattel’s competitor Hasbro, and with The LEGO Movie and the Toy Story franchise captivating audiences worldwide, it was only logical that Barbie deserved her share of the silver screen. As we prepare for the premiere featuring the impeccable casting of Margot Robbie and Ryan Gosling, here’s a recap of the roller-coaster journey to create a live-action Barbie flick.
The Stalled Start of Barbie’s Cinematic Adventure
Conceived by American entrepreneur Ruth Handler, Barbie was introduced to the world by Mattel on March 9, 1959. Despite her vast popularity, the idea of a live-action Barbie film wasn’t entertained until half a century later, in 2009. At that time, Universal Pictures was eyeing the project, but it remained stuck in the brainstorming stage. Sony then took the reins, declaring in 2015 that the much-awaited Barbie movie would be launched on June 2, 2017. To add to the excitement, they commissioned Academy Award winner Diablo Cody to pen the script. However, the project hit a snag as Cody was unable to produce a viable script, admitting, “I was literally incapable of writing a Barbie script. God knows I tried.”
The baton was then passed to comedian Amy Schumer in late 2016. Alongside her sister and writing collaborator Kim Caramele, Schumer developed a screenplay that saw Barbie, a visionary inventor, being expelled from Barbieland for falling short of perfection. However, after four months of collaboration, Schumer backed out, attributing her departure to scheduling issues. Later, she admitted that disagreements with the studio over the direction of the film resulted in her exit. Sony didn’t throw in the towel, though. They started negotiations with Anne Hathaway for the lead role while setting their sights on a June 2018 release. This was later postponed to May 2020. However, without any substantial progress, Sony lost their film rights to Barbie, which were picked up by Warner Bros., who finally succeeded in propelling the much-awaited live-action Barbie to theaters.
Mattel’s Rigorous Guardianship of Barbie’s Image
A significant reason for the delay in the film’s production was Mattel’s meticulous guardianship of Barbie’s image. For instance, when the script for Pixar’s 1995 blockbuster Toy Story was in the works, Mattel declined the proposal for Barbie to be depicted as an action hero. According to John Lasseter, the director, Mattel was of the opinion that girls should be free to imagine Barbie’s personality while playing with her. Mattel would later revise their stance after realizing the respectful depiction of toys in Toy Story, and allowed Barbie to be a part of Toy Story 2, voiced by acclaimed actress Jodi Benson.
Additionally, Mattel’s stringent control over Barbie’s portrayal was evident when they sued MCA Records over Aqua’s 1997 hit “Barbie Girl.” They claimed the song violated their trademark and sexualized Barbie, which influenced how the doll was perceived and marketed. MCA Records counter-sued, arguing that the song was a protected parody and Mattel’s allegations were defamatory. Both suits were eventually dismissed by Judge Alex Kozinski, who advised both parties to “chill.” Hence, this song won’t be heard in the upcoming Barbie movie.
Barbie’s Prolific Screen Presence Prior to 2023 Movie
While the live-action Barbie movie has been a long time coming, Barbie is no stranger to the limelight. Besides her cameo in Toy Story 2, Barbie has graced the screen in over 40 animated films since 2001, ranging from adaptations of classic fairy tales to unique narratives set in royal kingdoms, high schools, and the bustling city of New York. These films have been immensely successful, contributing over $2 billion to the brand by 2019.
A Glimpse into Greta Gerwig’s ‘Barbie’
Nearly 14 years after the concept of a live-action Barbie film was first floated, director Greta Gerwig’s rendition is all set for release this weekend. First reviews hail the film as entertaining and vibrant. The plot explores Barbie, portrayed by Robbie, grappling with existential questions that begin to influence her life in Barbieland. Joined by Gosling’s Ken, Barbie steps into the real world for a transformative journey of self-discovery.
The movie shows a deep respect for Barbie’s legacy, with the teaser trailer featuring Robbie in a vintage black and white striped swimsuit reminiscent of the 1959 Barbie. The costume designer Jacqueline Durran’s commitment to Barbie’s history shines through the iconic attire seen in the film. Mattel CEO Ynon Kreiz even hinted at a potential sequel, envisioning Barbie as the “Iron Man” of a Mattel universe, especially with the announcement of a Hot Wheels film by J.J. Abrams’s Bad Robot, scheduled for 2025.
As we gear up for the Barbie movie’s release on July 21, it is clear that the path to the big screen for this iconic fashion doll has been anything but ordinary. With its blend of nostalgia and fresh narrative, the film could potentially pave the way for more live-action adaptations of beloved toys. And who knows? Perhaps the success of Barbie might inspire Disney to greenlight the much-teased Simpsons’ “Malibu Stacy” movie.
