Barney returns: Mattel’s new venture combines nostalgia and innovation

A new era for Barney begins

From your imagination to your TV screen, the beloved purple dinosaur Barney makes a grand return! The new animated series “Barney’s World”, airing on Max, is set to captivate viewers with a fresh take on a classic favorite.

The concept of “newstalgia”

Josh Silverman, Mattel’s chief franchise officer, introduced the concept of “newstalgia”—a blend of new content that taps into nostalgic feelings. This latest project follows the immense success of Greta Gerwig’s “Barbie” and the anticipation for the upcoming “Masters of the Universe” adaptation. With a live-action “Barney” movie in the pipeline, starring Daniel Kaluuya, and a film based on the American Girl doll line, Mattel is working tirelessly to captivate fans across generations.

Engaging new audiences while preserving authenticity

Barney’s World debuted on Max and will have its linear launch on Carton Network on October 18. Mattel aims to engage Millennial, Gen Z, and preschool-aged fans leading up to its 80th anniversary. “Next year, we’re celebrating eight decades of Mattel,” Silverman said. “Born in a garage in 1945, Mattel has grown, expanding its entire portfolio.”

Revisiting childhood favorites

Why was now the right time to bring Barney back to TV? Silverman explains that while reviewing Mattel’s portfolio of brands, Barney stood out due to its passionate fanbase. Millennials and Gen Z grew up with Barney, and many are now parents, creating a unique opportunity to introduce Barney to a new generation while rekindling fond memories for the older one.

Barney’s World taps into these nostalgic feelings while introducing “newstalgia.” This approach allows preschool-aged children to experience Barney afresh while their parents reminisce about their own childhood.

“In the last year, we started with adult-focused apparel and accessories, followed by a live-action Barney movie with Daniel Kaluuya. This animated series is just the first step,” says Silverman.

Collaboration and strategy

Animation vs. live-action

The decision to create an animated series instead of another live-action program was strategic. It wasn’t about distinguishing it from the film but about maintaining authenticity while modernizing the brand. “We strive to remain true to Barney’s DNA while connecting with today’s preschoolers through an animated format,” adds Silverman.

Platform partnerships

Choosing Max as the streamer for Barney’s World was rooted in connection and mutual interest. Despite previous challenges with children’s programming, Max has shown a commitment to growing its kids’ content, making it a fitting home for Barney. The show will also air on Cartoon Network and expand into international markets.

The broader vision of Mattel’s IP

Mattel’s strategy involves more than just bringing back beloved characters; it’s about creating meaningful, engaging experiences. Alongside “Barbie” and “Masters of the Universe”, upcoming projects like the American Girl movie aim to offer fresh stories while preserving the essence of each brand.

“We treat all our intellectual properties uniquely, engaging with fans in meaningful ways,” Silverman explains. “Whether it’s through live experiences, digital offerings, or new content, we aim to surprise and delight.”

Embracing digital frontiers

In today’s tech-savvy world, Mattel is also making strides in digital gaming. Projects like “Barbie Dream House Tycoon” on Roblox show the company’s innovative approach to merging physical toys with digital worlds. Mattel plans to continue expanding its digital ventures while ensuring that the tactile nature of its toys remains foundational.

Mattel is making significant moves to keep classic favorites relevant, combining innovative new content with the nostalgic charm that fans love. Follow us for updates and share your thoughts on this exciting new chapter for Barney and other iconic characters.