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  • The Guardian

    From Airbnb to Xbox: brand Barbie goes for big bucks with 100 partnerships

    Jul 01, 2023 4 minutes

    When Margot Robbie first read the script for the Barbie film, which she stars in and co-produced, her first thought was: “They’re never going to let us make this movie.”

    Mattel, the doll’s manufacturer, had jealously guarded her image for more than 60 years. It would never agree to a movie that not only riffed on Barbie’s sometimes controversial history, but included among its comic characters none other than a “weird and insensitive” CEO of Mattel. Right?

    The answer to that question is opening in cinemas in three weeks’ time – in what the company’s (real-life) CEO he hopes will be the beginning of a of Barbie movies

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