After Barbie, Mattel is gearing up for a new MCU with 45 toy films

Move over Marvel; there's a new cinematic universe in town. Mattel, the legendary toy company, is all set to conquer the big screen with not just one, not two, but a whopping 45 toy-centred films in the pipeline.

The renowned toy company is venturing into the world of cinematic universes with its extensive lineup of toy-centered films. Greta Gerwig's upcoming Barbie movie is positioned as a crucial litmus test for Mattel's ambitious plans.

What

According to the latest report from The New Yorker, Mattel is assembling a dream team of development executives to dive into their treasure trove of toys and identify the ones worthy of Hollywood glory. 

With projects ranging from a brooding Barney movie to a Polly Pocket extravaganza, they're leaving no plastic figurine unturned.

Mattel currently has 45 toy-centric films in development. The diverse list includes projects such as:

• Daniel Kaluuya's A24-like Barney movie,
• a feel-good Hot Wheels film from JJ Abrams,
• a Rock 'Em Sock 'Em Robots action-flick featuring Vin Diesel,
• a Polly Pocket film directed by Lena Dunham,
• a He-Man: Masters of the Universe movie starring Kyle Allen,
• a Major Matt Mason film headlined by Tom Hanks,
• as well as a View-Master project inspired by the beloved handheld slide show toy.

To spearhead this cinematic venture, Mattel Films appointed Robbie Brenner, a veteran from Miramax, as the head of the division. Brenner's task is to assemble a team of development executives who will explore Mattel's extensive toy chest and identify properties with potential for adaptation in Hollywood. This collaborative effort involves pairing the properties with suitable writers, actors, and directors to ensure a strong pre-awareness among audiences.

While Warner Bros' upcoming Barbie movie is described as a surrealistic comedy, focusing on Barbie and Ken's search for meaning outside of Barbieland, the direction of other toy-based films remains intriguing.

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For instance, the Barney movie is positioned as an "A24-type film" with a millennial angst angle. It remains to be seen how other toys like Hot Wheels and Rock 'Em Sock 'Em Robots will be transformed into compelling narratives. 

Will Hot Wheels adopt an anthropomorphic approach akin to Disney's Cars franchise, or will the focus shift towards gritty race car drivers with complex backgrounds? Only time will tell of course.

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The Mattel universe 

While the Barbie movie aims to become a major summer blockbuster, Mattel is gradually expanding its overall presence. The company's visionary approach extends beyond films, with plans for streaming shows, video games, and the construction of a Mattel theme park currently underway in Arizona.

• Now, here's the kicker: As Mattel Films does not have its own distribution arm, collaboration with multiple studios adds a logistical layer of complexity.

Mattel's venture into establishing its cinematic universe comes at a time when audiences are seeking alternatives to the formulaic nature of superhero franchises. With their wide range of intellectual properties, Mattel aims to captivate existing fan bases and cater to evolving audience preferences. 

The success of the Barbie movie will undoubtedly shape the trajectory of Mattel's cinematic universe. If well-received, Mattel could emerge as a significant player in the entertainment industry, leveraging their iconic toy brands to create immersive storytelling experiences. 

• The challenge lies in constructing a cohesive cinematic universe that connects the various toy lines. The extent of interconnectivity remains uncertain, raising questions about how these disparate stories will intertwine. 

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Ultimately, the future of Mattel as a company is inextricably tied to the reception and success of its cinematic endeavours. Barbie will serve as a litmus test, shaping Mattel's trajectory in the entertainment landscape and determining the company's potential as a major player in the industry.

If all goes well, we might just witness the rise of the plastic heroes and the birth of a new MCU, where action figures become action stars and dreams come to life, one toy at a time.

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