Barbie is an iconic character that has been around since the late 1950s. Creator Ruth Handler also had a hand in co-founding the now-famous Mattel toy company with her husband in the mid-1940s. Barbie's popularity exploded following her debut, with her ever-changing appearance and sense of fashion that always keeps up with the latest styles and trends of the era.
Barbie had its first animated film released in 2001 with Barbie in the Nutcracker, and Mattel has been making several animated movies almost yearly since the release of that first one. Barbie sales slowed down between 2011 and 2015, which ultimately lead Mattel to re-brand the dolls to be more inclusive with new and varied heights, body shapes, and even disabilities.
Now, it seems that Mattel aims to refresh the brand once again with the live-action Barbie movie starring Margot Robbie and Ryan Gosling. The trailers show that the film isn't afraid to poke fun at the titular character and her boyfriend, but it seems like Mattel is not completely on board with how Robbie and director Greta Gerwig are handling certain aspects of Barbie.
Mattel's President Says The Barbie Movie Isn't On Brand
Barbie has a fair amount of hype behind it thanks to its casting choices and its unique approach to the beloved doll franchise. The film boasts some heavy hitters as part of its cast including Ryan Gosling as one of the many Kens, Will Ferrell, Issa Rae, Michael Cera, Dua Lipa, and of course, Margot Robbie as the main Barbie in the story.
But even with all the excitement and support behind the film, it seems that Mattel, and more specifically the company's president, are not super happy with certain liberties Greta Gerwig and the film's producers are taking with their beloved doll.
President and COO of Mattel Richard Dickson flew to London at one point, where some of the film was being worked on, allegedly to argue with Greta and Margot Robbie about a particular scene that he thought was too "off-brand" for Barbie.
The scene that has Richard Dickson up in arms has not been revealed, both Margot Robbie and Greta Gerwig performed the scene live for him, which was convincing enough for him to allow them to keep the scene in the film.
Amy Schumer Left Because Of A Scene Conflict
Unbeknownst to many, Amy Schumer was actually set to play Barbie in the film, with Margot Robbie taking over the role in 2019. Schumer had been linked to the live-action Barbie film for years and even had a hand in writing the screenplay with her sister Kim Caramele.
It was originally said that Amy Schumer had to drop from the film due to scheduling conflicts, but apparently, there was more tension behind her choice to leave the film, with the comedian admitting "They definitely didn't want to do it the way I wanted to do it, the only way I was interested in doing it."
Amy Schumer wanted the character to be a little more intellectual and wanted her to be an inventor of sorts. The higher-ups liked the idea of Barbie being an inventor but asked Schumer to have Barbie invent a high-heeled shoe made out of Jell-O.
It was apparently at that moment that Amy Schumer knew she had to step back from the project in 2017. Following her departure, Sony attempted to get someone to re-write the screenplay and even tried to get Anne Hathaway on board to play the titular character before the film was eventually transferred to Warner Brothers.
Mattel Doesn't Want Fans To See Barbie As A Feminist Film
One thing is readily apparent: the executives at Mattel are hesitant to call the film a feminist film, which appears to be the opposite of how Margot Robbie, and even fans that have seen the trailers, see the film. Mattel Films executive producer Robbie Brenner has specifically said Barbie is "not a feminist movie."
Margot Robbie still defends the film and the vision behind it, telling the media how "In that very first meeting, we impressed upon Ynon [Kreiz, CEO of Mattel] we are going to honor the legacy of your brand, but if we don't acknowledge certain things - if we don't say it, someone else is going to say it."
Robbie also advised the executives at Mattel that they will be addressing the Barbie brand's history, and told them that they "might as well be part of that conversation."
While Margot Robbie doesn't directly say that it is a feminist film, she has been open in saying they will take some unconventional approaches to the character, and that the film "isn't a Barbie puff piece."
The executives at Mattel may not be thrilled with certain aspects of the Barbie movie, but Greta Gerwig, Margot Robbie, and the rest of the existing cast are fully supportive of how the film is made and the vision behind it. Even fans are excited to see this updated take on such a classic character.
