Universal Pictures has added Barbie to its star stable. The studio has made a deal with Mattel to build a live-action film around its signature Barbie toy line. With studios racing to build films around well-known concepts, Universal brass feels it has landed the queen of globally branded toy figures.
Laurence Mark will produce.
According to Mattel, the 50-year-old Barbie has 99% worldwide brand awareness, and it's the No. 1 girls property in the toy industry, the top doll property in the U.S., and the No. 1 worldwide property in the traditional toy industry.
"Barbie is the most famous doll in history, a unique cultural icon in the world of brands," said Universal Pictures chairman Marc Shmuger. "So many representations of Barbie frequent pop culture. We're grateful to Mattel for entrusting us with this extraordinary opportunity.
"Mark said the next step will be to canvass writers and decide on a creative take for a family-friendly movie. Mark, who just produced "Julie and Julia" was one of several A-list producers who met with Mattel and U execs. "Barbie may be the most popular girl in the world, and has always been a wonderfully aspirational figure, so we must do her proud," Mark said, noting that there's no shortage of plot possibilities since Barbie has held more than 120 jobs over the years.
I'm actually surprised that its taken this long for Barbie to hit the big screen in a live-action film. Even though I'm not remotely excited about this, you cant fault that its a smart business decision. I mean who doesn't know Barbie? This is guaranteed to make a shit load of money at the box office. I mean if crap like G-Force and The Hannah Montana Movie can go on to be box office hits, than I don't see why Barbie wouldn't have similar success.