As toy company Mattel transforms into an IP-driven, high performance brand, Mattel Films has teamed with Warners for a live-action version of the "Barbie" doll, starring Margot Robbie:
"This project is a great start...", said Toby Emmerich, chairman of Warner Bros. Pictures Group.
"And Margot is the ideal producer and actress to bring 'Barbie' to life, on screen, in a fresh and relevant way for today’s audiences."
Robbie co-produces under her LuckyChap Entertainment company, with Tom Ackerley and Josey McNamara.
"Playing with Barbie promotes confidence, curiosity and communication throughout a child’s journey to self-discovery," said Robbie. "Over the brand’s almost 60 years, Barbie has empowered kids to imagine themselves in aspirational roles from a princess to president.
"I’m so honored to take on this role and produce a film that I believe will have a tremendously positive impact on children and audiences worldwide..."
Launched March 1959, Ruth Handler is credited with the creation of 'Barbie', basically copying a German doll called 'Bild Lilli'.
Mattel has sold over a billion Barbie dolls, making it the company’s largest and most profitable line, making an impact on social values by conveying characteristics of female independence...
...and with a multitude of accessories, projecting an idealized upscale life-style that can be shared with affluent friends.