Barbie: The Rise of Transmedia Storytelling and Quality IP
The Rise of Transmedia Storytelling
The resurgence of Mattel IP not only marks a new wave of repurposed IP, but a massive shift in ideation, production, and creativity. Games and toys have evolved from simple interactive experiences to complex narratives with vast and intricate worlds, primed for transmedia storytelling. By expanding their IP beyond their initial intent, these franchises have been able to reach a wider audience and delve deeper into the lore and mythology of their respective universes.
As gaming and toy companies continue to embrace the potential of transmedia storytelling, we can expect to see more immersive experiences that blur the boundaries. This convergence of mediums not only expands the reach of these IPs but also creates a vibrant and interconnected entertainment ecosystem which allows for more focus on innovation rather than building up interest.
With the release of Barbie on Friday, July 21, 2023, and the subsequent releases of their other projects over the coming years, time will only tell if Mattel’s gamble on their vast IP will pay off; early signs point to yes. Still, Mattel has managed to solidify its position as a frontrunner for this new media frontier, and they’re just getting started.
Mattel is Building Something Different
In the realm of entertainment, few brands have been as influential and beloved as Barbie. For decades, the iconic doll has captured the hearts of millions, inspiring generations of children to dream big and embrace their individuality. Now, in a world hungry for nostalgia and meaningful storytelling, Mattel is reigniting the magic with the release of the highly anticipated Barbie movie. The revival of Mattel's intellectual property promises to transport audiences to a world of wonder, breathing new life into the cherished franchise.
Barbie is quickly becoming one of the must-see movies of the summer, and, behind the scenes, Mattel is building up its slate of projects. It was recently announced that Daniel Kaluuya will be producing a Barney film (Variety) among the 45 projects in development (Forbes).
Barbie is a launching point - let’s dive deeper into what Mattel is doing.
Barbie is an Established IP Brand
Legacy Past a Toy
Barbie has long been celebrated as more than just a doll. She has become a symbol of fashion, empowerment, and imagination. For decades, Barbie has held a special place in the hearts of individuals across generations. The franchise legacy extends far beyond a mere plaything, as Barbie has influenced trends with her pervasive pink and blond hair - she is recognizable and ingrained as a staple in our pop culture.
A Beloved Franchise with Nostalgia
The revival of Mattel's intellectual property through the Barbie movie signifies a strategic move by the company to tap into the power of nostalgia while reinventing the brand for a new generation. By leveraging the strong emotional connection that many individuals have with Barbie, Mattel aims to reintroduce the iconic doll and her universe to appeal to a wider audience. The plights of today, saturated with digital technology and unprecedented current events, create a romanticization of the past - fond, simpler, better times. When were you truly last carefree? It was probably when you were a child playing house with your Barbie.
Growing the Barbie Brand, an Evolution
Embracing Diversity and Inclusivity
To stay relevant in a rapidly changing world, the Barbie brand has undergone significant transformations. Mattel has taken a proactive approach by embracing diversity and inclusivity in its doll lineup. By offering dolls with different body types, skin tones, hairstyles, and professions, they have empowered children to see themselves reflected in their toys, fostering a sense of acceptance and self-confidence. Mattel has learned throughout the years that to create a meaningful and relatable product, they must adapt.