It seems that the Mattel Design Center in El Segundo, California, has become a sought-after destination for Hollywood writers, directors, and producers. Prominent figures such as Greta Gerwig, J.J. Abrams, and Vin Diesel have made the pilgrimage to this toy workshop, exploring the possibility of transforming Mattel’s products into interesting movies. With its vast array of workspaces, exhibitions showcasing the company’s history, and brand immersion experiences, the center offers a unique opportunity for creative minds to find inspiration and collaborate on potential film adaptations.
Under the leadership of CEO Ynon Kreiz, Mattel underwent a significant transformation. And owing to this, it seems that the company’s iconic Hot Wheels playset is ready to transform into a ‘grounded and gritty’ live-action.
Fans react to the news of Hot Wheels’ potential live-action transformation
With the decline in toy sales following the bankruptcy of Toys R Us, Kreiz recognized the potential for growth by leveraging Mattel‘s vast intellectual property portfolio. Just as Marvel had successfully transitioned from a struggling comic-book publisher to a dominant force in the film industry, Kreiz aimed to position Mattel as an I.P. (Intellectual Property) company managing franchises. This vision led to the decision to bring Barbie back under Mattel’s control and pursue film adaptations.
To spearhead Mattel’s film initiatives, Robbie Brenner, a former Miramax executive, was appointed to lead Mattel Films. Brenner’s primary task was to assemble a team of development executives to explore the potential of Mattel’s toy chest and identify properties suitable for Hollywood adaptations. By capitalizing on audiences’ familiarity with the brands, Mattel sought collaborations with writers, actors, and directors while partnering with studios to provide the necessary funding. The pre-existing awareness and appeal of the brands played a crucial role in their cinematic adaptation.
And owing to this vision, the company’s next project has caught the interest of fans. Recently, news about Fast and Furious director J.J. Abrams potentially helming the Hot Wheels live-action adaptation project surfaced online. And this triggered a thread of fun conversation among Twitter users.
Among the visitors to the Mattel Design Center was Margot Robbie, who had embarked on a Barbie movie project and sought Greta Gerwig to write the screenplay. Robbie, recognizing Gerwig’s ability to blend intelligence and emotion in her previous works like Little Women, believed she was the ideal writer for the project. Although Gerwig initially hesitated due to the unconventional fit with her previous films, she eventually accepted the invitation to tour the Design Center and explore the possibilities further.
How Greta Gerwig brought the Barbie realm to life
At the Design Center, the Barbie sector stands out as the largest and most distinctive area. Drenched in the signature pink color (Pantone 219 C), it features captivating displays, including the Barbie Wall of Fame and historical model photographs. Gerwig was intrigued by the Barbie presidential ticket from 1992 and the fact that Barbie had been to space before many earthly women had credit cards. Inspired by her experience and discussions with Richard Dickson, Mattel’s Chief Operating Officer, a concept for the Barbie movie began to take shape.
Gerwig envisioned a meta-comedy that would seamlessly transition between the idealized plastic world of the dolls and the human realm of Mattel. Drawing inspiration from the Design Center’s ambiance, Gerwig conceived a film that would unite Barbies from different eras, with Margot Robbie being just one among many.
Scheduled for release on July 21, 2023, the movie would reportedly explore the interplay between the fictional Mattel corporation and the fantastical Barbie universe. Apart from Robbie, the movie stars Ryan Gosling, Ameria Ferrera, Kate McKinnon, and Issa Rae.
Source: The New Yorker, Twitter
