With a blockbuster in 'Barbie' the movie, Ynon Kreiz has solidified Mattel's turnaround — and charted its future as an entertainment company.
The day 'Barbie' hit theaters in July, Mattel Chief Executive Ynon Kreiz was in New York City visiting his oldest daughter and the pair decided to walk to a nearby theater for some real-time market research. Kreiz, who had been the driving force behind the decision to bring Mattel’s iconic doll to life on the big screen, loved the film, but with its fate now in the hands of the ticket-buying public, his opinion didn’t much matter. He wanted to see how people were reacting.
The text felt unconventional and special, and he loved it right away. Kreiz isn’t shy with his praise of Gerwig, often calling her a “creative genius.” Robbie Brenner, the head of Mattel Films, felt the same. Brenner, a producer who was nominated for an Academy Award for “Dallas Buyers Club,” was one of Kreiz’s first hires after starting as CEO. The two met at the Polo Lounge at the Beverly Hills Hotel after an agent suggested they connect.
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