Barbie (media franchise)

Barbie debuted on March 9, 1959, at the American International Toy Fair (now the North American International Toy Fair) and it was well received locally in the United States, sparking a revolution in the toy industry. Since then, numerous likenesses of the doll were released which later evolved into what is now considered as "Barbie's friends and family" and clothing and accessories to accompany them. Various print hardcover and comic books starring Barbie were also released through partnerships and/or deals with Dell Comics, Marvel Comics and currently Papercutz.^[3]

In the 1980s, the net popularity and sales of the Barbie fashion doll on the toy market began to decline^[4] and struggled further in 2001 when MGA Entertainment introduced a line of dolls under the name Bratz, whose sexualized characters contrasted with Barbie's older, chaste image.^[5][6] Mattel therefore attempted to overhaul the Barbie brand to keep the toy relevant to consumers in the modern age by bringing in consultants and conducting research on key market groups. Mattel consultants initially considered reducing the Barbie's breast size, but later claimed that the doll's figure could not be changed because "being consistent is one of her biggest strengths".^[7] Mattel's team also considered targeting market audiences of career women and their daughters by introducing lines of Doctor or Lawyer Barbies.^[8] However, Mattel's research showed that girls were spending more time online than playing with physical dolls.^[4][8][9] Therefore, targeted career Barbies were discarded in favor of looking for more interactive platforms through online or digital media.

In response, Mattel began adapting Barbie into various facets of media and entertainment beyond the television advertisement of its dolls and related accessories (which was a prolific marketing strategy in the past). For the first 16 entries in the film series, Barbie is featured as a virtual actress playing the main character, and often being portrayed as a modern girl telling the story to one of her sisters or a younger friend – as a parable to present affairs. Scholars examining how the Barbie films differ from other princess narratives have concluded that Mattel intentionally attempted to remediate its brand based on feminist criticisms through storytelling in the films.^[4][10]

In 1987, Mattel produced two television specials with DIC Animation City and Saban Productions; Barbie and the Rockers: Out of This World and its sequel Barbie and the Sensations: Rockin' Back to Earth, both featuring Barbie as the leader of a rock band (often seen as being Mattel's answer to rival fashion doll Jem from Hasbro); Mattel had previously avoided media projects for Barbie “for fear of giving Barbie a cartoon-type personality and not leaving anything to the imagination”. Though often speculated to be potential pilots for a regular Barbie series, no series ever happened. Instead, both specials were released direct-to-video by Hi-Tops Video, the children's division of Media Home Entertainment.^[11][12] Another planned series for the fall of 1987 by the newly-formed Mattel division MTS Entertainment was, unusually, a newsmagazine aimed at kids and teenagers, intended to feature both live-action and animated segments. Due to a flooded syndication market for children, the series never progressed, beyond a presentation at the 1987 NATPE convention.^[13][14]

With the boom of home video marketing at the time, Mattel launched an eponymous in-house entertainment division in 2001^[15] and began the creation of the Barbie films with the direct-to-video release of Barbie in the Nutcracker. The films initially revolved around Barbie being re-imagined as a princess and eventually expanded into various worlds of fashion and fantasy. A primary benefit of this strategy revolved around marketing, as Mattel could sell dolls specific to each film separately from the video sales and merchandise related to props, costumes and sets from the films.^[4]

Tim Kilpin, then-senior vice-president for girls marketing at Mattel, stated: "What you see now are several different Barbie worlds anchored by content and storytelling. A girl can understand what role Barbie is playing, what the other characters are doing, and how they interrelate. That's a much richer level of story that leads to a richer level of play."^[16] The strategy worked as U.S. Barbie sales, led by the princess line, "increased by two percent in 2006, saving Mattel's bottom line at a time when its worldwide share of the toy market was declining."^[8][17] Within the films, Mattel included performances by well-known companies and orchestras, such as the London Symphony Orchestra, the Czech Philharmonic and the New York City Ballet.^[4][18] These associations could have been included as an enrichment strategy on behalf of Mattel's marketing team to help the films be seen as educational.

Canadian animation studio Arc Productions, Inc. produced the first non-Barbie-film production for Mattel in 2011, a web series called Barbie: Life in the Dreamhouse which debuted on the official Barbie website and YouTube on May 11, 2012 and concluded on November 27, 2015. The web series later spawned two television specials which were broadcast in the U.S. on Nickelodeon. Impressed, Mattel gave them four Barbie films to produce, enlisting them as the third production partner for the films after Mainframe Studios (at the time known as "Rainmaker Entertainment") and Technicolor.^[19]

Israeli animation studio Snowball Studios, with support from the Jerusalem Film and Television Fund,^[20] produced another web series, this time created by Nickelodeon alum Julia Pistor, for Mattel Playground Productions known as Barbie: Dreamtopia.^[21][22] This series of 2-minute to 4-minute shorts launched on May 21, 2016 by Mattel's then-newest division, Mattel Creations, on YouTube's affiliate platform, YouTube Kids. The web shorts series later spawned an eponymous television film (distributed by Universal Pictures Home Entertainment and broadcast on television in over 5 countries and regions/territories), one web-based special and a 26-episode web series – therefore becoming the first web-exclusive Barbie media franchise. This would be the catalyst for scholars and enthusiasts alike to notice Mattel heavily invested and involved in releasing more related Barbie web series and miniseries bundles on YouTube and its variants; YouTube Kids and YouTube Shorts.

Through the short video bundles on YouTube, Mattel also provided a platform for Barbie to give its audience a look into her fictional life while trying to educate them along the way. With a YouTube channel having over 11 million subscribers,^[23] Mattel introduced Barbie as a YouTuber through a web series called Barbie Vlogger (or Barbie Vlogs), uploading its first video on June 19, 2015. Julia Pistor, who worked on the series as an executive producer and writer, stated: "Barbie is conscious of language and words; she talks about intention and she's self-reflective. While we might use words that kids sometimes need to look up, we try to be true to Barbie being a 17-year-old influencer." By giving a self-reflective nature to Barbie's character, this would allow her to discuss difficult topics (such as mental health and racism) in such a way that it inspires its audience to think about and discuss those topics as well.^[24][25][26]

With the success of its online platforms, Mattel would continue to produce web series and mini-series on YouTube and its variants. Beginning with Barbie: Dolphin Magic in 2017, the media franchise as a whole moved over to streaming media services, primarily Netflix, but also including Amazon Prime Video, Google Play and Apple TV+, with Mattel still maintaining the possibility of linear television broadcast agreements. In addition, Mattel signed an agreement on May 1, 2020 with Arts Music, Inc., a then-newest record label of Warner Music Group, to make thousands of songs from their brand portfolio – including Barbie – available through online music streaming services.^[27][28][29] The agreement began taking effect a week later when the soundtrack albums tied to their related productions are made available through WMG's distribution label, ADA Worldwide. Mattel would extend its partnership with Netflix on October 21, 2022, 4 days before the American debut of the franchise's inaugural interactive "special", Barbie: Epic Road Trip, which would also see the pre-2017 film catalogue previously held by Universal made available occasionally through the streaming service.^[30][31][32]

After the broadcast syndication of 2 television specials in 1987, numerous video game releases in the 1990s and the rise of home video marketing, Mattel partnered with Canadian company, Mainframe Entertainment (currently Mainframe Studios) to produce its first computer-animated feature-length film, Barbie in the Nutcracker, based on E. T. A. Hoffmann's classic tale and Tchaikovsky's accompanying ballet music, for a 2001 release through Family Home Entertainment. Mainframe continues to produce the majority of films in the series. The first decade was dominated by films based on pre-existing stories/tales, including Brothers Grimm's fairy tales: Rapunzel and The Twelve Dancing Princesses, Tchaikovsky's Swan Lake ballet, Charles Dickens' A Christmas Carol, Hans Christian Andersen's Thumbelina and Alexandre Dumas' The Three Musketeers.^[33]

The second film in the series, Barbie as Rapunzel, saw the debut of the film series on American television via Nickelodeon as television specials. For home video formats, the release of the series on VHS ceased in 2006 after Barbie Fairytopia: Mermaidia following a general gradual decline in the use of the format and the transfer of distribution duties for the series to Universal (taking over from Lionsgate, which had absorbed FHE and Artisan Entertainment in 2003, in part because of a breakdown in negotiations over rights fees^[34][35][36]) in favor of DVD releases only. The Blu-ray and digital copies (branded as "Digital HD") were introduced to accompany the DVD with the release of Barbie in the Pink Shoes in 2013.^[37][38]

Due to the popularity of the 2004 film Barbie as the Princess and the Pauper (based on Mark Twain's famous novel), a remake was released in 2012 entitled Barbie: The Princess & the Popstar,^[39] which itself inspired two films with a more modern look: Barbie in Rock 'N Royals in 2015 and Barbie: Princess Adventure in 2020.

The success of the first three films (Barbie in the Nutcracker, Barbie as Rapunzel and Barbie of Swan Lake) led to the princess-themed lineup in the series, releasing its original princess film Barbie and the Magic of Pegasus in 2005. The first original film in the franchise, Barbie: Fairytopia, also released that year, spawned the first-in-series franchise made up of two sequels (Barbie Fairytopia: Mermaidia in 2006 and Barbie Fairytopia: Magic of the Rainbow in 2007) and two spin-offs (Barbie: Mariposa in 2008 and its sequel, Barbie: Mariposa & the Fairy Princess, in 2013).^[40]

Starting with Barbie in A Mermaid Tale in early 2010, the film series moved away from the classic princess and fairy stories to focus on more modern themes like fashion, music and on stories revolving around Barbie's friends, family and careers.^[41] Barbie: Video Game Hero, the 35th film entry released in early 2017, marked the last time a Barbie film both aired on American television and released on home video formats.^[42] In 2017, the film series was put on hiatus after Barbie: Dolphin Magic, which served as the pilot to the inaugural television show in the franchise, Barbie: Dreamhouse Adventures, in Mattel's attempt to focus on expanding the franchise to other audiovisual media formats. Mattel later revamped the films in 2020 as animated "specials", beginning with the musical, Barbie: Princess Adventure.^[43][44]

Below is the full official computer-animated films in the media franchise:

A live-action adaptation of the toy line from Mattel Films in association with LuckyChap Entertainment and Heyday Films was released on July 21, 2023^[88][89] by Warner Bros. having wrapped on July 15, 2022.^[90][91][92] The film was directed by Greta Gerwig, who co-wrote the screenplay with Noah Baumbach, and stars an ensemble cast led by Margot Robbie as Barbie and Ryan Gosling as Ken.^[93]

Before the films and the video games, Mattel released two animated television specials in 1987. Another animated special was released on February 1, 2023 on YouTube to complement a doll line exclusively aimed at preschoolers.

• Barbie and the Rockers: Out of This World, a 1987 animated TV special created by DIC Animation City with Saban Productions and featuring Barbie as the leader of a rock band. It is supposedly the pilot to a daily Barbie animated series that was scrapped in 1988.^[94]
• Barbie and the Sensations: Rockin' Back to Earth, a 1987 sequel to Barbie and the Rockers: Out of This World, where Barbie and her band return from space only to end up in the 1950s.
• My First Barbie: Happy Dreamday, a 40-minute musical animated special produced by Canada-based Kickstart Entertainment and released on February 1, 2023 on YouTube, featuring Barbie and her friends as they prepare for a surprise party for Chelsea.^[95]

Mattel has released several animated television shows, web series and miniseries since 2012 which include as follows:

• Barbie: Life in the Dreamhouse: a YouTube-exclusive web series aired between January 10, 2012 and November 27, 2015 with 75 episodes (including two TV specials which aired in the United States on Nickelodeon).
• Barbie Vlogger or Barbie Vlogs, a YouTube-exclusive CGI-animated sequences that began on June 19, 2015, and featuring Barbie as a vlogger either by herself or along with one or more of her family and friends.^[96]
• Barbie: Motion Comics: a web-based animated motion comic series released between August 5 and October 18, 2015 on YouTube and is composed of miniseries, namely: Be Super (inspired by Barbie in Princess Power), Raise Your Voice (inspired by Barbie in Rock 'N Royals), and Puppy Adventures (inspired by Barbie & Her Sisters in The Great Puppy Adventure).^[97]
• Barbie: Dreamtopia: a web-exclusive franchise that began in January 2016 with a release of 2-minute to 4-minute shorts on YouTube. It then spawned one 44-minute TV special (which aired on television in 5 countries/regions/territories), one web-based special and an initially-exclusive YouTube Kids series with 26 episodes. The latter was made available later on YouTube from November 5, 2017 to April 1, 2018 and aired as an actual TV series in over 6 countries.
• Barbie: Dreamhouse Adventures: the inaugural TV series in the franchise released between May 3, 2018, and April 12, 2020, on Netflix in the U.S. It consisted of 52 episodes over 5 "season" episode bundles and aired as an actual TV series in over 8 countries.
• Barbie's Dreamworld: a YouTube-exclusive web series franchise created by Ireland-based Relish Studios that began on January 25, 2021. Like Barbie: Life in the Dreamhouse, the series takes place within the doll world. Each adventure varies from 4-8 episodes in total, with each individual episode lasting around 3-4 minutes on average. It is composed of several different miniseries, which include: Barbie: Fashion Fun, Barbie and the Nutcracker, Barbie: Dream Magic, Barbie: Camp Sister Switch, and Barbie: Return to Dreamtopia, among others.^[98]
• Barbie: It Takes Two: the second TV series in the franchise released in two installments on Netflix in the United States; 13 episodes on April 8^[99] and another 13 on October 1,^[100] both in 2022. Released as the television format follow-up to the film released before it, Barbie: Big City, Big Dreams: the series debuted on Australian television via 9Go! and later aired on television in over 4 countries/regions/territories.
• Barbie: Life in the City: a YouTube-exclusive web series which debuted on September 15, 2022, primarily focusing on Barbie "Brooklyn" Roberts and expanding her character to emphasize her role and prominence within the brand.^[100]
• Barbie: A Touch of Magic: the third TV series in the franchise released on Netflix in the United States and globally on September 14, 2023.^[101][102] It aired on television in over 6 countries, with Super RTL in Germany and 9Go! in Australia having its release in multichannel television and in video on demand.^{[103][104][105]}
• Barbie Mysteries: The Great Horse Chase: an upcoming Netflix series to be released on in September/October 2024, following more adventures of Barbie "Malibu" Roberts and Barbie "Brooklyn" Roberts.^[106]

Mattel produced a number of animated short films featuring Barbie as tie-ins with other titles within the franchise which include as follows:

• Barbie as Sleeping Beauty, a 1999 short film based on the fairy tale released as a TV commercial to supplement a doll line and a video game of the same name. A full-length version supposedly adapting Tchaikovsky's ballet was scrapped in 2009.^[107][108]
• Barbie: A Camping We Will Go, a 2011 short film produced by Technicolor that revolved around Barbie and her sisters to accompany the film, Barbie: A Perfect Christmas.^[109]
• Barbie in the Pink Shoes: Land of Sweets, a 2013 short film and Christmas special for Barbie in the Pink Shoes that was first released in German, then was later dubbed in English.^[110]
• Barbie and the Nutcracker, a 2021 short film released on YouTube as an episode for Barbie's Dreamworld and, along with a doll line, was part of celebrating the 20th anniversary of the first film, Barbie in the Nutcracker.^[111]

Aside its eponymous franchise, Mattel also licensed for Barbie to appear in other related animated productions which include as follows:

• Dance! Workout with Barbie, a 1992 30-minute direct-to-video workout tape, featuring Barbie in stop-motion animation by Will Vinton Productions and teaching dance aerobics to real girls.^[112]
• Toy Story, a Disney-Pixar film franchise that started in 1995 and featuring Barbie (and later Ken) as supporting characters from Toy Story 2 onwards and its 2011 short film Hawaiian Vacation.
• My Scene, a discontinued franchise launched by Mattel in 2002 and featuring Barbie in its web series and in all of its films, namely: Jammin' in Jamaica and Masquerade Madness in 2004 and My Scene Goes Hollywood in 2005.
• Kelly Dream Club, a 2002 direct-to-video animated series by Creative Capers Entertainment and featuring Barbie as a supporting character to her younger sister, Kelly (renamed Chelsea in 2011).^[113]

The television specials released in 1987, Barbie and the Rockers: Out of this World and Barbie and the Sensations: Rockin' Back to Earth, were allegedly pitched as pilot episodes for a Barbie animated series that never materialized owing to the break-down in negotiations between DIC Entertainment and Mattel. The project eventually emerged with a whole new set of characters as Hasbro's Maxie's World in 1988.^[94]

In an earlier version of the first Toy Story film, Barbie supposed to have a pivotal role. However, Mattel did not authorize her use to Pixar, as they feared the film would not be successful. Additionally, they wanted to maintain Barbie's neutrality wherein every girl who bought a Barbie doll could imagine her as they wanted, rather than as she was portrayed in a particular film. After the success of the first film, multiple Barbie dolls had small roles in Toy Story 2, before the debut of the franchise's definitive iteration in the second sequel.^[114]

The 1999 short film commercial, Barbie as Sleeping Beauty, which was released on Nickelodeon as a tie-in to a doll line and video game of the same name, was originally pitched to be a full-length film. At the peak of classic princess-themed films in the 2000s, Mattel continued to pitch the idea of adapting the fairy tale based on the ballet, completing the adaptations of all three Tchaikovsky's ballets into the franchise. However, it was scrapped without any disclosure on the status of its development while doll lines were released on multiple occasions.^[115] Although the reason behind the cancellation is closely linked to The Walt Disney Company being granted to trademark the name "Princess Aurora" and included the acquisition of some of the music (also based on the ballet) for its film.^[116][108]

Starting with the interactive special film Barbie: Epic Road Trip on October 25, 2022, Mattel signed a long-term deal or contract extension with Netflix to make available the pre-2017 film catalogue previously held by Universal Pictures occasionally on the service and also co-produce upcoming projects which include exclusive animated films, specials and shows based on Barbie, while still maintaining the possibility of linear television broadcast agreements and YouTube engagements.^[30][31]

Barbie began her mainstream non-advertised media appearances character is her role in the 1987 TV specials where she was voiced by Sharon Lewis.^[117] She was voiced by Jodi Benson during her appearances in the Toy Story film franchise.^[118] In the Barbie lead-role films, she was voiced by Kelly Sheridan in 27 films altogether.^[119] Sheridan was initially succeeded by Diana Kaarina beginning with Barbie: A Fashion Fairytale in 2010, but returned to the role 2 years later with Barbie in A Mermaid Tale 2^[120] and stayed put until Mattel announced Erica Lindbeck as her successor from 2016.^[121] The film series was put on a hiatus in 2017 for the shift in focus to the TV series, Barbie: Dreamhouse Adventures, where America Young would replace Lindbeck as the vocal provider for Barbie ahead of the film series resumption in 2020.^[122] She was portrayed by Australian actress Margot Robbie in the live-action adaptation of the toyline which was released on July 21, 2023.

The first 10 films in the franchise sold 40 million DVD and VHS units worldwide by 2007, grossing over $700 million in sales.^[15] As of 2013, the films in the franchise has sold over 110 million DVD units worldwide.^[123]

Barbie franchise has received multiple performing art awards. Barbie in the 12 Dancing Princesses^[138] and Barbie Fairytopia: Magic of the Rainbow^[139] earned nominations for Daytime Emmy Awards. Barbie the Album received twelve Grammy Award nominations and won three awards,^[140] including Song of the Year, Best Song Written for Visual Media (for "What Was I Made For") and Best Compilation Soundtrack for Visual Media. The film also received eight Academy Award nominations, including Best Picture, Best Adapted Screenplay, Best Supporting Actor (Gosling), Best Supporting Actress (Ferrera) and two nominations for Best Original Song (for "I'm Just Ken" and "What Was I Made For"). It eventually won Best Original Song (for "What Was I Made For").^[141]

Mattel has produced dozens of Barbie video games since the 1980s. These games often are tie-ins with other titles within the franchise. Since 2018, video games based on Barbie media are produced by Budge Studios.^[142]

Mattel has produced more than 400 books published by multiple authors and publishers based on Barbie since the early 1990s. Every film in the franchise has an eponymous book adaptation.^[143]

Mattel has produced a series of comic books about Barbie published by Dell Comics between 1962 and 1963 and Marvel Comics between 1991 and 1996. Since 2016, Papercutz is currently the publisher of graphic novels based on Barbie which are usually tie-ins with other titles within the franchise.^[3]

• Barbie and Ken, a 5-issue comic series published by Dell Comics from May 1962 to November 1963.^[144]
• Barbie, a 63-issue comic series published by Marvel Comics from January 1991 to March 1996.^[145]
• Barbie: Fashion, a 53-issue comic series published by Marvel Comics from January 1991 to May 1995.^[146]
• Barbie: Halloween Special, a 2-issue comic series published by Marvel Comics in October 1993.^[147]
• Barbie and Baby Sister Kelly, a special one-shot published by Marvel Comics in October 1995.^[148]

Mattel has released dozens of soundtrack albums and compilation albums based on Barbie since the early 1990s. Most of the films, especially those under the musical genre, are accompanied by their eponymous soundtracks.^[149]

• Barbie Sings! The Princess Movie Collection, a soundtrack album released on October 5, 2004, that features music from the first four film entries in the series: Barbie in the Nutcracker, Barbie as Rapunzel, Barbie of Swan Lake and Barbie as the Princess and the Pauper.^[150]
• Sing Along with Barbie, a direct-to-video released on November 9, 2009, and a compilation of twelve songs from different Barbie films released at that time that its viewers can sing-along to.^[151]

On February 14, 2021, film and media podcast, Cult Popture, released an 18-hour episode of Film Franchise Fortnights covering all of the 37 Barbie films released at the time. During the production of the episode, a 38th film was announced.^[152]

• Barbenheimer
• Barbie's Fashion

• Official website (currently a redirect to the Barbie section under Mattel Shop)
• Official Kids' website (merged into a Barbie section under Mattel Kids)