Mattel's Barbie to become a film star

Universal Pictures to build a live action film around toy company's signature brand.
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Universal Pictures has secured a deal with toy giant Mattel to produce a live action film starring Barbie.

Mattel senior VP Richard Dickson told Variety that the deal with Universal was the logical next step in expanding the brand's reach. Over the past few years, Barbie has moved from being a simple toy brand to being more of a lifestyle and fashion property.

A number of deals in the fashion world have been struck recently, including with Paul's Boutique and Patricia Field.

"In the last ten years, Barbie has evolved from a toy into an intellectual property," said Dickson. "We've already had enormous success in the entertainment industry. Barbie has a proven track record in home entertainment, there have been live stage shows, live symphonies and other non traditional forms of entertainment."

Universal Pictures' chairman Marc Shmuger added: "Barbie is the most famous doll in history, a unique cultural icon in the world of brands."


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