I know. You’ve had it up to here with Barbie. You don’t care about the stunning $162 million global record-breaking opening weekend. You roll your eyes at the Barbie luggage, the candles, the ice cream, the Airbnb listing, the NFTs. You’re sick of the whole “women are so oppressed yet so wow.” You’ve heard it a million times already; the future is female.
Well, you may not be interested in Barbie, but Barbie—or more precisely, Mattel, Barbie’s corporate puppet master—is interested in you. Young children are Mattel’s core customers, but the company has set its sights on a much wider market. It sees the movie as a way for everyone—“teens, young adults, moms, glammas [a portmanteau for glamorous grandmas]” to “engage in the franchise,” in the words of Richard Dickson, Mattel’s former president and COO (now CEO of clothing retailer Gap).
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