‘New-stalgia’ On Demand: How Mattel Links Brands Across Generations
variety.comMatt Donnelly Senior Film Writer Last July, the executives at Mattel were celebrating the year anniversary of their billion-dollar box office baby “Barbie” at the Hollywood Bowl.
After shattering global attendance records with Greta Gerwig’s cinematic adventure — based on the company’s most iconic brand — the team partnered on “Barbie the Movie: In Concert,” a live-scored screening of the Oscar-nominated film at the hallowed Los Angeles venue.
As the crowds awaited the start of the symphony, Josh Silverman, Mattel’s global head of consumer products and chief franchise officer, noticed more than one family playing a classic card game to pass the time before the amphitheater doors opened.
And that game happened to be another one of Mattel’s enduring brands — a colorful card game that has helped teach generations of kids how to count and match hues. “We saw a family playing Uno,” Silverman says. “And then we saw more.
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