Childhood favourite dinosaur Barney is getting a huge makeover as owner Mattel announces a franchise relaunch.
The toy company, which also owns the Barbie line of dolls, will "revitalise" the Barney brand across television, film, YouTube, and even music. The relaunch will also be accompanied by a series of new products such as toys, books, clothing, and more.
According to Mattel, the new generation of Barney will kick off with a new animated series targeted at "preschool kids" in 2024. The move is part of a wave of new strategic moves from the toy giant which aims to relaunch a variety of "heritage franchises".
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Josh Silverman, Chief Franchise Officer and Global Head of Consumer Products at Mattel, said: "Barney’s message of love and kindness has stood the test of time. We will tap into the nostalgia of the generations who grew up with Barney, now parents themselves, and introduce the iconic purple dinosaur to a new generation of kids and families around the world across content, products, and experiences."
Fred Soulie, SCP and General Manager of Mattel Televisions, said: "In creating the new series, it was important to us that we properly reflect the world that kids today live in so that the series can deliver meaningful lessons about navigating it. With our modern take on Barney, we hope to inspire the next generation to listen, care, and dream big.
"We think that parents, many of whom will fondly remember the original Barney from their own childhoods, will love the show, too.”
However reaction to Barney's return has been mixed on Twitter.
@Rafasgirlalways wrote: "I’m terrified after seeing what they did to Barney" @epicdave2001 tweeted: "WHAT IS THAT THING".
While @HollowedNater added: "What did they do, WHAT DID THEY DO".
But others cannot wait to see his return.
@spiffyskunk wrote: "Lol good on them. As an OG Barney baby, I think this redesign looks awesome." And @beto_themonster tweeted: "The hero of ages finally returns. I look forward to a new generation of love and understanding."
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