SALT LAKE CITY — Margot Robbie will help Barbie make her big-screen debut.
What’s going on: The toy company Mattel announced Tuesday that it will partner with Warner Bros. for a new Barbie live-action film, starring Robbie (“I, Tonya”), according to USA Today.
- The movie will be produced by Mattel Films, which launched in September 2018. Robbie will be a co-producer on the film.
- "Margot is the ideal producer and actress to bring Barbie to life on screen in a fresh and relevant way for today's audiences," Toby Emmerich, chairman of Warner Bros. Pictures Group, said in a statement, according to Variety.
- Robbie said she’s excited about the project, according to USA Today.
- “Playing with Barbie promotes confidence, curiosity and communication throughout a child’s journey to self-discovery," Robbie, 28, said in a statement to USA Today. "Over the brand’s almost 60 years, Barbie has empowered kids to imagine themselves in aspirational roles from a princess to president. I’m so honored to take on this role and produce a film that I believe will have a tremendously positive impact on children and audiences worldwide."
Why it matters: The decision comes as Mattel struggles and searches for a new way to make money.
By the numbers: Mattel saw its shares fall by 27 percent as iconic brands like American Girl Doll and Fisher-Price suffer from low sales numbers, CNBC reports. That’s because children have moved to smartphones and digital games instead.
- Mattel has cut $650 million in costs, which has included 2,200 jobs and 22 percent of its non-manufacturing workforce.
- Mattel suffered from the loss of Toys R Us, which went into bankruptcy last year.