Following the blockbuster success of “Barbie,” Mattel is embarking on an ambitious film strategy with plans for 19 movies based on its iconic toy lines. The toy manufacturing giant is leveraging its extensive portfolio of beloved brands to create a cinematic universe that builds upon the momentum generated by the “Barbie” film’s exceptional performance at the box office. This expansion into entertainment marks a significant shift in how toy companies approach brand development and audience engagement.
Among the announced projects, fans can look forward to films centered around popular Mattel properties including “Masters of the Universe,” “Polly Pocket,” and “Hot Wheels.” The company appears to be carefully selecting diverse properties that appeal to different demographics, ensuring a wide audience reach. These adaptations aim to capture the nostalgia of long-time fans while introducing classic toys to new generations through compelling storytelling.
Mattel’s strategic partnerships with major studios and talented filmmakers suggest these projects will receive substantial creative investment rather than serving as mere merchandise vehicles. The company’s approach indicates a commitment to quality storytelling that respects the cultural significance of these beloved toys while reimagining them for modern audiences.
Inside Mattel’s Expanding Cinematic Universe: 19 Films in the Works
Mattel is no longer just a toy company—it’s gunning for Hollywood’s crown. Following the billion-dollar success of Barbie in 2023, the company is charging ahead with a full slate of 19 upcoming movies, each based on one of its iconic toy lines. This isn’t just a cash grab—it’s a strategic transformation of Mattel into a global entertainment powerhouse.
The upcoming slate isn’t limited to safe, kid-friendly fare. Mattel is leaning into genre diversity, partnering with acclaimed filmmakers, producers, and stars to bring everything from nostalgic classics to surreal reimaginings to life.
Take Masters of the Universe, for example. After years of development hell, the live-action He-Man film is finally moving forward, with Travis Knight directing, Nicholas Galitzine as He-Man, and Jared Leto stepping into the role of Skeletor. Set for a summer 2026 release, this version promises a high-stakes blend of cosmic fantasy and grounded character drama—a move designed to elevate the brand in the same way that Barbie subverted expectations.
Meanwhile, Polly Pocket is getting a Lena Dunham treatment, with Lily Collins starring. The project is said to mix the whimsy of the original toys with a heartfelt story about female friendship and navigating a world that’s both bigger and smaller than it seems. It’s positioned as a smart, quirky coming-of-age film that hopes to capture the indie-meets-mainstream sweet spot.
Then there’s Barney—yes, the purple dinosaur—but not as you remember him. Produced by Daniel Kaluuya, this take is reportedly aimed at adults and dives into themes of identity, disillusionment, and lost innocence. It’s being described internally as an “A24-style” character piece rather than a straight-up kids’ movie. If it works, it could redefine how nostalgic properties are reintroduced for modern audiences.
Action fans can look forward to Hot Wheels, currently being developed with J.J. Abrams. Rather than leaning solely on flashy cars and stunts, the movie aims to explore passion, grit, and self-expression through racing. It’s the type of emotionally grounded storytelling that studios hope will mirror the success of *Fast & Furious*—but with a toy-brand twist.
On the lighter end, Bob the Builder is getting a bilingual animated makeover, voiced by Anthony Ramos and produced by Jennifer Lopez. The film promises to celebrate Latin heritage while delivering the same can-do spirit that made Bob a household name.
Other projects in development include:
– Matchbox, a global action-thriller starring John Cena and directed by Sam Hargrave, with production already underway in locations like Morocco and Hungary.
– American Girl, expected to be a coming-of-age story set in a nostalgic yet contemporary framework, possibly anthologizing characters from the historical dolls.
– Magic 8 Ball, leaning into horror-comedy territory—a gamble that could make it a cult classic if executed well.
– Major Matt Mason, a space drama with Tom Hanks onboard, revolving around an astronaut navigating isolation and survival on the moon.
Each project has been designed to tap into different genres, demographics, and emotional beats, transforming simple toys into cultural stories. And this isn’t just about filmmaking—Mattel wants synergy across its merchandise, streaming platforms, video games, and global licensing deals.
What sets this initiative apart is the commitment to creative freedom. Mattel isn’t just slapping its name on toy-based scripts. It’s giving creators room to innovate, even if it means making something unexpected. This echoes what Marvel did with its lesser-known heroes before it built a billion-dollar universe—except here, the foundation is nostalgia, not comic book canon.
With 19 films in the pipeline and more being whispered about behind the scenes, Mattel is effectively creating its own cinematic multiverse, toy by toy. If the Barbie effect was just the beginning, what comes next could completely reshape how Hollywood views brand-driven storytelling.
Key Takeaways
- Mattel is developing 19 films based on its toy lines following “Barbie” movie’s box office triumph.
- Announced projects include adaptations of “Masters of the Universe,” “Polly Pocket,” and “Hot Wheels.”
- The company’s film strategy aims to create quality entertainment that appeals to both nostalgic fans and new audiences.
Mattel’s Film Success and Strategy
Mattel has transformed its toy brands into cinematic gold, starting with Barbie’s unprecedented box office performance and now expanding to a slate of 19 planned films featuring their iconic properties.
Barbie’s Box Office Triumph
The “Barbie” movie became a cultural phenomenon and financial juggernaut upon its release. The film broke records with its impressive performance, cementing Mattel’s position as a serious player in Hollywood. With its blend of nostalgia, social commentary, and vibrant aesthetics, “Barbie” appealed to audiences across demographics.
The success wasn’t accidental. Mattel Films partnered with Warner Bros. and secured top talent including director Greta Gerwig and stars Margot Robbie and Ryan Gosling. This strategic collaboration demonstrated how toy-based intellectual property could be transformed into sophisticated entertainment with both critical acclaim and commercial viability.
Expanding the Mattel Cinematic Universe
Following Barbie’s success, Mattel is aggressively developing a diverse portfolio of film adaptations. The company has announced 19 movies based on their beloved brands, creating what industry observers are calling the “Mattel Cinematic Universe.”
Projects in various stages of development include:
- Hot Wheels: A live-action adaptation of the popular die-cast toy cars
- Masters of the Universe: Bringing He-Man back to the big screen
- Polly Pocket: A miniature adventure directed by Lena Dunham
- UNO: A film based on the classic card game
- Magic 8 Ball: Transforming the fortune-telling toy into a movie
- Barney: A reimagining of the purple dinosaur for modern audiences
Mattel’s approach combines nostalgia with fresh creative vision. The company is carefully selecting directors and production partners who can bring unique perspectives to their toy properties while maintaining brand recognition. This strategy aims to replicate the “Barbie” formula of blending entertainment value with cultural relevance.
Announced Projects and Partnerships
Mattel has strategically lined up numerous film projects with top-tier directors and actors to capitalize on their extensive toy portfolio. These partnerships span across various iconic brands, promising to create a diverse cinematic universe that appeals to different audiences.
List of the 19 Announced Films
Mattel’s ambitious film slate includes adaptations of beloved toys and games that span generations. The company has confirmed several projects in various stages of development:
- Barbie franchise expansions – Following the success of Margot Robbie and Ryan Gosling’s film
- Hot Wheels – A live-action feature based on the popular die-cast cars
- Masters of the Universe – A reboot of the He-Man universe
- Polly Pocket – Directed by Lena Dunham with Lily Collins attached to star
- American Girl – Based on the historical doll collection
- UNO – A heist comedy centered around the card game
- Magic 8 Ball – A supernatural thriller
- Barney – A surprising mature take with Daniel Kaluuya producing
- View-Master – Based on the classic 3D image viewer
- Rock ‘Em Sock ‘Em Robots – Action film centered on the boxing toy game
Other films in development include Major Matt Mason, Matchbox cars, and Thomas & Friends projects.
Collaborations with Renowned Filmmakers
Mattel has secured impressive creative talent to bring their toy properties to life. Director Greta Gerwig’s successful vision for “Barbie” established a blueprint for these collaborations.
J.J. Abrams is reportedly attached to produce the “Hot Wheels” adaptation through his Bad Robot production company. Daniel Kaluuya’s involvement with the “Barney” project signals Mattel’s intention to create films with unexpected depth and creative vision.
Mattel Films, led by executive Robbie Brenner, has prioritized partnerships with filmmakers who can provide unique perspectives on their toy properties. Brenner’s approach focuses on finding directors and producers who connect personally with the material.
Lena Dunham’s attachment to “Polly Pocket” demonstrates Mattel’s strategy of pairing creators with properties that resonate with their artistic sensibilities. This approach aims to replicate the creative success of “Barbie.”
Upcoming Highlight Films
Among Mattel’s ambitious slate of 19 planned movies, three projects stand out as particularly noteworthy for both fans and industry watchers. These films represent some of Mattel’s most beloved toy properties and have generated significant anticipation.
Masters of the Universe Revival
The long-awaited “Masters of the Universe” film adaptation is finally gaining momentum after years in development limbo. Based on the iconic He-Man toys from the 1980s, this project aims to bring the planet Eternia and its muscular hero to modern audiences.
Netflix acquired the rights to the property in 2022, though production details remain somewhat guarded. Industry insiders expect the film to blend nostalgic elements with contemporary storytelling techniques. The original He-Man toys, launched in 1982, created a cultural phenomenon that spawned animated series, comics, and a previous film adaptation in 1987.
The new iteration plans to leverage advanced visual effects to create the fantastical world where Prince Adam transforms into the powerful He-Man. Casting rumors continue to circulate, though no official announcements have confirmed who will wield the Power Sword.
Hot Wheels in Motion
The “Hot Wheels” movie represents one of Mattel’s most commercially promising ventures. The die-cast toy cars, which have sold billions of units since their 1968 introduction, provide a ready-made universe of racing action and vehicle-based adventure.
Warner Bros. and J.J. Abrams’ Bad Robot production company are steering the project. The film aims to capture the speed and excitement that has made Hot Wheels the world’s bestselling toy vehicle brand.
Unlike previous merchandise-based films, the Hot Wheels movie faces the creative challenge of building a compelling narrative around toys without inherent characters. The production team is reportedly developing original protagonists who will navigate a high-stakes racing world filled with the brand’s signature loops, jumps, and extreme track designs.
The Charms of Polly Pocket
The “Polly Pocket” film adaptation brings the miniature doll line to life with Lily Collins attached to star and produce. Director Lena Dunham has joined the project, bringing her unique creative vision to this nostalgic property.
Polly Pocket, introduced in 1989, became famous for its tiny dolls housed in compact cases that opened to reveal detailed miniature worlds. The film will likely embrace the magical quality of these miniature realms while updating the concept for contemporary audiences.
The narrative reportedly centers on a young girl who forms a special friendship with a pocket-sized person. This premise creates opportunities for heartwarming moments and visual creativity as the characters navigate the size disparity between their worlds.
Production challenges include creating convincing scale effects to bring the tiny Polly Pocket universe to the big screen. The film aims to capture both the nostalgia of adult fans who grew up with the toys and introduce the brand to a new generation.
Talent and Casting
Mattel’s ambitious film slate has attracted A-list talent both in front of and behind the camera, signaling the company’s commitment to creating quality entertainment beyond typical toy tie-ins.
Casting Choices Impact
Margot Robbie’s portrayal of Barbie set the standard for Mattel’s approach to casting. Her dual role as producer and star helped elevate the film beyond expectations. This successful formula has encouraged Mattel to pursue similar high-caliber talent for their upcoming projects.
Vin Diesel has reportedly signed on for the “Hot Wheels” adaptation, bringing his automotive expertise from the “Fast & Furious” franchise. For “Masters of the Universe,” casting discussions have included several action stars, though no official announcements have been made.
Daniel Kaluuya is rumored to be in talks for the “UNO” film, which takes an unexpected thriller approach to the card game. His potential involvement signals Mattel’s desire for performers who can bring depth to seemingly simple concepts.
Celebrities Behind the Characters
Several stars have already committed to Mattel’s expanding cinematic universe. Lily Collins is attached to the “American Girl” project, bringing star power to the beloved doll line’s first major film adaptation.
Ryan Gosling, following his Ken performance, has expressed interest in other Mattel properties. Jennifer Lopez is developing a musical project based on an unspecified Mattel brand, leveraging her dual talents as actress and singer.
Anthony Ramos is set to voice a character in the animated “Thomas & Friends” feature, expanding his resume after “In The Heights” and “Transformers” success.
Behind the camera, Mattel has secured acclaimed directors like Greta Gerwig and Lena Dunham, who is attached to the “Polly Pocket” film starring Lily Collins. This mix of established and emerging talent shows Mattel’s strategy of pairing the right creative voices with their iconic brands.
Thematic Exploration and Storytelling
Mattel’s ambitious film slate aims to create meaningful narratives that go beyond simply showcasing their toy properties. The company plans to develop stories with emotional depth and diverse genres that appeal to various audiences.
Creating Real Emotion and Stakes
Mattel’s film strategy emphasizes character development and emotional journeys rather than merely promoting products. The success of “Barbie” demonstrated how a toy-based film could tackle complex themes while maintaining its entertainment value.
Executive producers have stressed the importance of creating incredible characters that audiences can connect with on a deeper level. This approach helps transform what could be simple toy advertisements into compelling stories with real stakes and emotional weight.
Films like the upcoming “American Girl Doll” and “Monster High” adaptations are being developed with particular attention to the emotional journeys of their characters. Writers are focusing on universal themes that resonate with viewers of all ages.
Mattel Films wants these projects to be taken seriously as cinematic experiences rather than dismissed as mere merchandise tie-ins.
Films Beyond Action and Fantasy
Mattel’s film slate intentionally spans multiple genres, moving beyond the expected action and fantasy formulas. The company is exploring comedy, drama, and even thriller elements for some of their properties.
For example, the “Magic 8 Ball” film is reportedly being developed as a supernatural thriller rather than a children’s movie. This genre diversity allows Mattel to reach different audience segments while keeping their approach fresh and unexpected.
Some projects will be family-friendly adventures, while others may target older viewers who grew up with these toys. This strategy helps Mattel avoid creating formulaic content that feels repetitive across different properties.
The company has partnered with different studios and filmmakers to bring unique perspectives to each project. This collaborative approach ensures that each film maintains its own identity while still connecting to Mattel’s larger brand universe.
Marketing and Distribution
Mattel’s ambitious film slate will leverage innovative marketing strategies and distribution partnerships to maximize audience reach. The company plans to utilize its global toy presence as a foundation for movie promotions while exploring diverse release platforms.
Multi-Platform Release Strategies
Warner Bros. Pictures remains a key distribution partner following the success of “Barbie,” but Mattel is diversifying its approach. Several upcoming films will debut on streaming platforms, with Netflix securing exclusive rights to at least three Mattel properties. This hybrid release model aims to capture both theatrical audiences and streaming subscribers.
The “Masters of the Universe” reboot, scheduled for July 2025, will feature a simultaneous limited theatrical and premium streaming release. Mattel executives believe this approach will maximize revenue potential while building franchise awareness across demographics.
A24, known for critically-acclaimed independent films, has partnered with Mattel for two projects targeting adult audiences. This collaboration signals Mattel’s intention to develop mature, thoughtful adaptations alongside family-friendly blockbusters.
Global Brand Recognition
Mattel will capitalize on the international recognition of its toy brands through coordinated global marketing campaigns. The company plans region-specific promotional strategies highlighting local toy popularity and cultural relevance.
Celebrity partnerships play a crucial role in the marketing approach. Musician Lil Yachty has signed on to produce and contribute to the soundtrack for the “Uno” movie, bringing his creative vision and audience to the project.
Following “Barbie’s” $1.4 billion box office success, Mattel has established dedicated marketing teams focused on creating a cohesive “Mattel Cinematic Universe” identity. This strategy aims to build anticipation for upcoming releases while maintaining each property’s unique appeal.
Digital marketing initiatives will leverage Mattel’s extensive social media presence and e-commerce platforms. Pre-release toy lines tied to each film will serve as both promotion and revenue streams, creating a symbiotic relationship between Mattel’s core business and its film ventures.
Target Audiences and Brand Appeal
Mattel’s planned movie slate strategically targets multiple demographic segments with its iconic toy brands. The company aims to create films that connect with nostalgic adults while simultaneously appealing to children and new audiences.
Nostalgic Appeal to Adult Demographic
Mattel’s upcoming film lineup heavily leverages nostalgia to attract millennials and Gen X viewers who grew up with these toys. The “Barbie” movie successfully demonstrated this approach by addressing millennial angst through a nostalgic lens while updating the character for contemporary audiences. This strategy transformed a children’s toy into sophisticated adult entertainment.
These films will likely feature deeper character development than their toy counterparts originally possessed. Vintage properties like Chatty Cathy and Betsy Wetsy carry strong emotional connections for older generations who remember playing with them decades ago.
By reimagining these classic toys for the big screen, Mattel taps into adults’ desire to reconnect with cherished childhood memories. This approach mirrors the success of other toy-to-film adaptations that have found box office success through nostalgia.
Engaging Younger Generations
While nostalgia drives adult interest, Mattel must simultaneously capture younger audiences unfamiliar with many of these legacy brands. Films like the planned “Hot Wheels” movie will likely blend high-octane action with appealing characters to attract children and teens.
The company is expected to implement extensive cross-platform marketing strategies targeting young viewers through social media, mobile apps, and digital content. These efforts will introduce classic toy lines to new generations while refreshing their relevance.
Many upcoming films will likely feature modern storylines addressing contemporary issues in age-appropriate ways. This approach helps bridge generational gaps by making decades-old toy concepts relatable to today’s youth.
Franchise potential remains central to Mattel’s strategy, with films designed to launch toy sales, spinoff shows, and digital content that keep younger fans engaged long after leaving theaters.
Outlook and Expectations
Mattel’s ambitious slate of 19 planned films presents both significant opportunities and challenges for the toy giant as it attempts to replicate Barbie’s remarkable success.
Predictions for Box Office Performance
Industry analysts project variable outcomes for Mattel’s upcoming film slate. The “Masters of the Universe” film, directed by Travis Knight, stands among the most anticipated releases with pre-existing fan communities spanning multiple generations. This built-in audience could translate to strong opening weekends.
“Hot Wheels” also demonstrates considerable commercial potential with its universal appeal and recognizable brand. The racing theme offers natural cinematic elements that translate well to screen.
Not all properties share equal commercial prospects. The “Barney Movie” faces particular challenges in appealing to modern audiences despite nostalgic connections. Daniel Kaluuya’s involvement as producer may help elevate the project beyond typical children’s fare.
Financial projections suggest Mattel’s film lineup could generate between $3-5 billion in global box office revenue over the next five years if quality remains consistent across properties.
Potential for Long-Term Franchise Growth
Mattel CEO Ynon Kreiz has emphasized the company’s long-term vision beyond initial releases. His strategy involves expanding successful properties into multi-film franchises with television spin-offs and digital content.
The “American Girl” property offers particularly strong franchise potential with its diverse character roster and established storylines. Each doll’s unique historical setting provides material for multiple films, similar to successful anthology franchises.
Merchandising represents another significant revenue stream. Barbie’s film success drove a 10% increase in doll sales, demonstrating the powerful synergy between screen content and toy purchases.
Streaming platforms have already expressed interest in acquiring distribution rights for several projects. This distribution diversity provides Mattel multiple revenue channels beyond traditional theatrical releases.
The sustainability of Mattel’s cinematic universe will ultimately depend on maintaining quality storytelling that resonates beyond simple toy promotion.
Frequently Asked Questions
Mattel’s ambitious film slate has generated numerous questions from fans and industry observers about the company’s plans, partnerships, and production details for its upcoming toy-based movies.
What other films are included in Mattel’s 19 upcoming movie projects?
Beyond “Masters of the Universe,” “Polly Pocket,” and “Hot Wheels,” Mattel has announced several surprising toy-to-film adaptations. The company plans to bring “UNO,” “Magic 8 Ball,” and “Barney” to the big screen.
American Girl dolls will also receive their own film treatment, allowing the historical characters to come to life. Rock ‘Em Sock ‘Em Robots, Matchbox cars, and View-Master are also on the production slate.
Major Fisher-Price properties like Little People will join the lineup, demonstrating Mattel’s commitment to mining its entire catalog for film potential.
Which directors and actors are currently attached to the upcoming Mattel films?
Margot Robbie’s production company LuckyChap is developing the “Barbie” follow-up projects, including “Polly Pocket” with Lily Collins attached to star. Lena Dunham has been tapped to write and direct the Polly Pocket film.
Vin Diesel is reported to be involved with the “Rock ‘Em Sock ‘Em Robots” adaptation, bringing star power to the fighting toys franchise. For “Barney,” Daniel Kaluuya is serving as a producer through his production company.
J.J. Abrams’ Bad Robot has been connected to the “Hot Wheels” project, though specific directorial and casting decisions remain unannounced for many of the planned films.
How will the new Mattel movies integrate with existing content on streaming platforms?
Mattel plans to create a multi-platform approach that complements rather than competes with existing streaming content. Some properties will launch with theatrical releases followed by streaming exclusives for character expansion.
Smaller toy lines may debut directly on streaming services before graduating to theatrical releases if audience reception proves strong. Mattel has been in discussions with major streaming platforms to create supplemental series that build on the film universes.
The company intends to avoid contradicting established lore from previous TV adaptations of properties like Masters of the Universe, instead building expanded universes that honor existing fan bases.
What strategies is Mattel implementing to ensure the success of its film adaptations?
Mattel has established a dedicated film division headed by Robbie Brenner, who is carefully selecting creative partners with personal connections to the toy brands. The company is prioritizing unique storytelling approaches over formulaic adaptations.
The success of “Barbie” demonstrated the effectiveness of pairing toy properties with filmmakers who bring distinct artistic visions. Mattel is applying this lesson by seeking directors with strong viewpoints rather than work-for-hire filmmakers.
Budget scaling based on brand recognition represents another key strategy. Larger properties receive blockbuster-level funding while niche toys are matched with appropriate production scales to manage financial risk.
What impact has the ‘Barbie’ movie success had on Mattel’s overall brand strategy?
The $1.4 billion global box office for “Barbie” has transformed Mattel’s corporate outlook, shifting focus from purely toy manufacturing to becoming an entertainment company. Stock values increased significantly following the film’s success, creating new investor confidence.
Retail sales of Barbie dolls surged after the movie’s release, confirming the commercial synergy between successful films and toy purchases. This validated Mattel’s strategy of using films to revitalize interest in classic toy lines.
The critical acclaim for “Barbie” also elevated the company’s reputation for supporting creative storytelling that appeals to both children and adults. This has allowed Mattel to attract higher-caliber creative talent for upcoming projects.
How are Mattel’s upcoming films being funded, and what are the projected budgets?
Mattel is primarily utilizing co-financing arrangements with major studios rather than independently funding productions. Warner Bros. remains a key partner following the “Barbie” success, though deals with Universal and Sony have also been established.
Production budgets vary widely across the planned films. Major properties like Hot Wheels and Masters of the Universe are receiving budgets between $80-120 million, while smaller properties like Magic 8 Ball are being developed in the $30-50 million range.
The company has implemented a profit-sharing model with creative partners to manage upfront costs while attracting top talent. This approach allows for greater budget flexibility while maintaining quality standards across all productions.
