Mattel’s Cinematic Mastermind: Robbie Brenner’s Strategy Post-‘Barbie’ Success

Last month, Robbie Brenner, alongside a group of Mattel executives, visited the Sundance Film Festival. Over a span of five days, despite the challenging altitude, they observed various up-and-coming filmmakers. Their goal was to identify potential talent to produce films and series inspired by Mattel’s iconic toy lines, which include everything from Hot Wheels to Thomas the Tank Engine and He-Man.

“Sundance is a breeding ground for new talent,” states Brenner, who is the president of Mattel Films. “Our aim is to collaborate with these promising artists early on, before they reach the stature of someone like Christopher Nolan.”

At a festival celebrated for its support of unique and radical voices, it might seem unusual to scout a director for the next American Girl film. However, Brenner’s adventurous decision to appoint Greta Gerwig, renowned for her deeply emotional youth-centric films like “Little Women” and “Ladybird,” to direct a vibrant adaptation of “Barbie,” paid off. Gerwig managed to retain the character’s inherent charm which resonated with long-time Barbie enthusiasts, while also infusing the film with a daring twist that captivated a broader audience. The film not only secured an Oscar nomination for Best Picture but also amassed almost $1.5 billion globally.

“‘Barbie’ served as a validation of our concept,” Brenner remarks. “It demonstrated to the industry that we are serious contenders, aiming to set a high standard.”

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Brenner, who has a history of producing independent films like the 2013’s “Dallas Buyers Club,” was initially surprised when approached by Ynon Kreiz, CEO of Mattel, over six years ago to discuss how the company could venture into Hollywood. “I never imagined taking on a role like this,” she explains. “It completely came out of the blue while I was focused on creating films that were personally significant and impactful.”

During a meeting at the Polo Lounge, Brenner and Kreiz discovered their mutual passion for storytelling and resilience. “He was in search of someone who embraced an entrepreneurial approach,” Brenner says. “I’m someone who doesn’t give up easily, a trait necessary in the indie film scene.”

Following the success of “Barbie,” Mattel announced over a dozen new film and TV projects. They have engaged Travis Knight, acclaimed for his work on “Kubo and the Two Strings,” to direct “Masters of the Universe,” which began production in February. “The project is truly unique—from its visual palette to its characters and narrative tone—but it still follows the classic hero’s journey,” Brenner hints.

Additionally, a Matchbox-themed film starring John Cena is currently in production in Budapest. The lineup continues with various projects such as a Polly Pocket movie featuring Lily Collins, an adaptation of Bob the Builder with Anthony Ramos, a Rock ’Em Sock ’Em Robots feature starring Vin Diesel, and a Major Matt Mason film with Tom Hanks. The overarching aim is to provide the creative teams with significant freedom within certain boundaries.

“We’re steering clear of R-rated content,” Brenner asserts. “There’s no need for profanity, sexual content, or excessive violence. Apart from that, we’re quite flexible.”

Even if all these films succeed, it’s unlikely they will reach the cultural phenomenon status of “Barbie.”

“Barbie was a one-of-a-kind success,” she acknowledges. “Will we replicate that? I hope so. But everything just fell perfectly into place with that project. Now, my focus must be on ensuring each new film is unique and well-crafted.”