Toy Story

Barbie's now a movie star. Can Mattel gin up plots for Hot Wheels and UNO?

- ALEX BARASCH

In 2019, Greta Gerwig became the latest in a line of writers, directors, and producers to make a pilgrimage to a toy workshop in El Segundo, California. Touring the facility, the Mattel Design Center, has become a rite of passage for Hollywood types who are considering transforming one of the company's products into a movie-a list that now includes such names as J. J. Abrams (Hot Wheels) and Vin Diesel (Rock'Em Sock 'Em Robots). The building has hundreds of workspaces for artists, model-makers, and project managers, and it houses elaborate museum-style exhibitions that document the company's history and core products. These displays can help a toy designer find inspiration; they can also crash course offer a "brand immersion"-a in a Mattel property slated for adaptation. When a V.I.P. visits, Richard Dickson, a tall, bespectacled man who is the company's chief operating officer, plays the role of Willy Wonka. He'll show off the sixty-five-year-old machines that are still used to affix fake hair to Barbies; he'll invite you to inspect life-size, road ready replicas of Hot Wheels cars. The center even boasts a giant rendering of Castle Grayskull, the fearsome ancestral home of He-Man. "The brand immersion is the everything moment," Dickson told me. "I have met with some of the greatest artists, truly, in the world...And, if you don't walk out drinking the Kool-Aid, then it was a great playdate, but maybe we don't continue playing."