Why is Mattel important in the “Barbie” movie?
In the recent cinematic adaptation of the classic Mattel toy, Barbie, the roles of the toy manufacturer Mattel and the film distributor Warner Bros. Discovery are far from inconsequential. Director Greta Gerwig has taken the reins of a beloved childhood staple, artfully turning it into a thoughtful narrative full of cinematic and philosophical depth. However, it's impossible to dissect this film without delving into the roles that Mattel and Warner Bros. Discovery have played in this unexpected blockbuster.
Firstly, Mattel's relationship with Barbie is quite literally one of creator and creation. The iconic toy was invented by Ruth Handler, co-founder of Mattel, in 1959, and has since been a cornerstone of the company’s product portfolio. When the company signed off on the film adaptation, it wasn’t merely about seeing its product come to life on screen, it was about the reinterpretation of an intellectual property (IP) they had carefully crafted and nurtured for over half a century.
Throughout the film, there are evident tweaks and jabs at Mattel, especially around the discontinuation of certain Barbies and Kens. In what seems to be a metatextual critique, the film uses humor and satire to call attention to the shifting cultural attitudes reflected in the changing doll line-up over the years. For instance, the seemingly infinite array of Barbies from different walks of life, from Scientist Barbie to President Barbie, could be seen as a reflection on Mattel's attempts to adapt to changing societal expectations about female roles.
In an age of increased demand for representation and diversity, the discontinuation of certain Barbie and Ken models becomes a critique on the changing societal norms and the pressure on corporations like Mattel to keep up. Mattel’s involvement in the production allows for these jests to be made, using self-awareness as a vehicle for comedy and commentary, demonstrating a willingness to engage with critique while continuing to move forward with their iconic product.
Meanwhile, Warner Bros. Discovery's involvement in the film distribution presents another interesting facet. Gerwig masterfully works in a 'barbed zinger' against the distributing company, creating a dialogue around the corporate control and influence on creative works.
Hollywood, after all, is no stranger to the tension between the artistic integrity of a movie and the commercial interests of the companies backing them. Warner Bros. Discovery's role in the film not only as a distributor but also as a financial backer, makes this particular zinger not just a fun, cheeky joke for the audience, but also a critique on the complex interplay of creative autonomy and commercial viability in the movie industry.
While the film tackles a host of weighty themes—feminism, gender roles, societal norms—it also underscores the power dynamics at play in the world of entertainment. When an intellectual property like Barbie becomes fodder for a film, the entities behind the scenes are as much a part of the narrative as the characters on the screen.
Despite being the subjects of the film's jests and jibes, both Mattel and Warner Bros. Discovery have contributed significantly to the creation and dissemination of Barbie. It's a testament to Gerwig's deft handling of the material and the companies' willingness to engage in self-reflection that these critiques enhance, rather than detract from, the overall film.
In conclusion, the Barbie movie represents an evolution in how companies like Mattel and Warner Bros. Discovery approach their intellectual properties. It shows that they can withstand self-scrutiny and are willing to explore and critique the very products they've propagated. It's this willingness to take risks and accept criticism that has resulted in a film like Barbie—a cinematic experience that is as much a commentary on society and culture as it is a delightful journey through the fantastical world of an iconic toy.
