Mattel Taps Universal for Barbie Film, Plans Pop-Up Shop

Universal has signed on with Mattel to develop the first live-action feature film starring Barbie. The toy maker is also prepping a pop-up shop in the Mall of America for the iconic fashion doll, who is celebrating 50 years. The Barbie movie project sees Laurence Mark (Jerry Maguire, Dreamgirls, Julie & Julia) as producer, as well as executive producers, Richard Dickson, Barbie general manager and Mattel senior vice president, and Rob Hudnut, vice president of entertainment for Barbie.

“In the last 10 years, Barbie has evolved from a toy into an intellectual property,” Dickson told Variety. “Barbie has a proven track record in home entertainment, there have been live stage shows, live symphonies and other nontraditional forms of entertainment. There is a flagship store in Shanghai.”

Meanwhile, Mattel is also busy planning the October 2 opening of a Barbie pop-up store in Minnesota’s Mall of America. A variety of Barbie dolls, play sets and accessories will be available at the first floor shop. The concept shop will be supported by a “What a Doll” exhibit, showcasing Barbie’s heritage in fashion and her numerous careers. Both the Barbie shop and exhibit will close in March.

In other Mattel film news, the toy maker is in final talks with Sony for the rights to He-Man/Masters of the Universe. The live-action project was previously with Warner Bros., but ceased after disagreements about creative direction between the studio and toy maker.

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