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The Guardian - UK
The Guardian - UK
Entertainment
Esther Addley

From Airbnb to Xbox: brand Barbie goes for big bucks with 100 partnerships

Margot Robbie as Barbie pulls down sunglasses from her face to show she is winking. She is wearing a black and white swimsuit and her blonde hair is tied up.
Margot Robbie as Barbie. The doll’s logo will be appearing on far more than lunchboxes this summer. Photograph: Landmark Media/Alamy

When Margot Robbie first read the script for the Barbie film, which she stars in and co-produced, her first thought was: “They’re never going to let us make this movie.”

Mattel, the doll’s manufacturer, had jealously guarded her image for more than 60 years. It would never agree to a movie that not only riffed on Barbie’s sometimes controversial history, but included among its comic characters none other than a “weird and insensitive” CEO of Mattel. Right?

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