Barbie may be pink, but Mattel is seeing red

Did you know there’s a Barbie movie coming up this summer? 

If your answer is no. Well you’ve clearly not got the same social media algorithm as Sascha. That weekend is circled in her calendar. 

It's been hard to avoid - the owner of Barbie - Mattel - has inked more than 100 partnerships in the lead up to the film which lands 21 July - everything and everyone from Airbnb to Target to Microsoft are all collaborating with the toy company in preparation for the release. But there is a bigger story at play here. Barbie’s colour might be pink, but Mattel is seeing red. In 2017, 2018 and 2019 it lost money. The toy business is hard. And Barbie is at the centre of their plans to turn it around. 

Today Sascha and Alec chat about Barbie - and why this movie is high stakes for Mattel.

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