Mattel, the toy company that brought us iconic toys like Barbie and Hot Wheels, is reviving the beloved purple dinosaur, Barney. The brand’s new design features larger eyes and a more flexible jaw and is set to launch a transmedia franchise reboot, including an animated TV show, film, YouTube content, music, toys, books, and apparel, which will be launched globally in 2024. While some are excited about Barney’s return, the new design has received mixed reviews from fans.
The original Barney and Friends series aired on PBS for nearly two decades, and it is no surprise that fans of the show are not entirely on board with the changes made to the iconic character. The new design, with its larger eyes and more flexible jaw, is noticeably different from the original. Some fans have expressed disappointment and even fear of the updated version of the character they grew up watching on PBS, while others are more neutral or accepting of the new design.
Mattel’s Chief Franchise Officer and global head of consumer products, Josh Silverman, emphasizes that the revival will continue to promote Barney’s message of love and kindness. The new design is part of the company’s attempt to revive its heritage brands for new audiences, a move that has been met with mixed reviews. While updating classic characters can be risky, Mattel is betting that younger audiences will be less concerned with appearances.
The original Barney and Friends series began airing on PBS in 1992 and continued until 2010, a testament to the show’s popularity among preschool-aged children. However, the show was not universally loved, and a wave of dark adult humor followed Barney’s success. For some, the character became a symbol of the sentimental but bland programming aimed at children.
Mattel has attempted to revive its heritage brands for new audiences, but the outcome has been mixed. While brands like Barbie, Hot Wheels, and Thomas & Friends have remained popular over the years, they have struggled to carry the company through the latest wave of inflation. Mattel expects that its 2023 earnings will be below projections, with net sales decreasing by 22% in the company’s fourth quarter compared to the previous year.
The updated Barney design is a controversial move, but the toy company is betting that younger audiences will be more accepting of the changes. Only time will tell if the transmedia franchise reboot will be successful and if Barney’s message of love and kindness will resonate with a new generation of children.
