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Mattel’s gamble with Barbie movie pays off at box office and Wall Street
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“Barbie” is close to grossing US$1.4 billion.
PHOTO: WARNER BROS
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NEW YORK – When Mr Ynon Kreiz arrived at Mattel in April 2018, the newly installed chief executive had one mantra when it came to a feature film starring Barbie – the film had to be good and a cultural event that would be different and could break moulds.
And if that meant turning himself into the object of comic ridicule in the portrayal of the CEO character in the film, by being “vain and foolish to the nth degree”, then so be it.
