Business Daily meets: Mattel's CEO

Business Daily

BBC

Business

4.4 • 796 Ratings

🗓️ 10 August 2023

⏱️ 18 minutes

🔗️ Recording | iTunes | RSS

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Summary

Ynon Kreiz explains how they transformed Barbie, the well-loved and sometimes controversial doll, into a movie.

The boss of one of the world's biggest toy companies also talks about the need to bring more diversity into the Barbie brand, and expand products beyond the toy aisles.

Presenter/producer: Dougal Shaw

(Image: Margot Robbie as Barbie and Ryan Gosling as Ken in a still from the movie. Credit: Warner Bros. Pictures)

Transcript

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0:00.0	The captain, you know, he went on the radio and he's like,
0:04.3	we just want to make sure everyone knows he has a Paralympic champion on the plane.
0:08.3	On the podium is back with more Olympians and Paralympians sharing their remarkable stories.
0:14.4	On the podium, listen now, wherever you get your BBC podcasts.
0:20.8	Barbie, you're beautiful.
0:24.7	You make me feel my Barbie doll is really real.
0:33.3	The first TV advert for Barbie after the doll was released in America in 1959.
0:40.4	The Barbie doll has established itself as one of the most iconic toys of the 20th century.
0:46.2	Even today, more than six decades on, it is the best-selling brand of its manufacturer, Mattel,
0:51.8	which is based in California.
0:53.8	Look for Barbie wherever dolls are sold.
0:56.3	I'm Dougal Shaw, and welcome to another edition of Business Daily Meets on the BBC World
1:01.0	Service.
1:01.9	This is where we bring you in-depth interviews with people in business from across the globe.
1:06.6	Barbie is more than a doll.
1:10.1	Barbie is a pop cultural icon. Barbie is a concept. People have an emotional
1:17.0	relationship with Barbie. Today on Business Daily Meets, I'm catching up with Inon Kreis,
1:22.0	who became CEO of Mattel in 2018. As part of his new business strategy, he's turned Barbie into a film.
1:29.3	Surprisingly, it's not an animation. It has an all-human cast, including Margot Robbie and
1:34.6	Ryan Gosling.
1:36.7	Can I come to your house today?
1:38.6	Sure. I don't have anything they planned, just a giant blowout party with all the Barbies
	...

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