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."
Bu hikaye The New Yorker dergisinin July 10 - 17, 2023 (Double Issue) sayısından alınmıştır.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Giriş Yap
Bu hikaye The New Yorker dergisinin July 10 - 17, 2023 (Double Issue) sayısından alınmıştır.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Giriş Yap
BADDIE ISSUES
\"Wicked\" and \"Gladiator II.\"
LET'S MAKE A DEAL
\"Death Becomes Her\" and \"Burnout Paradise.\"
ANTI HEROES
\"The Franchise,\" on HBO.
FELLOW-TRAVELLERS
The surprisingly sunny origins of the Frankfurt School.
NOW YOU SEE ME
John Singer Sargent's strange, slippery portraits of an art dealer's family.
PARIS FRIEND - SHUANG XUETAO
Xiaoguo had a terror of thirst, so he kept a glass of water on the table beside his hospital bed. As soon as it was empty, he asked me to refill it. I wanted to warn him that this was unhealthy - guzzling water all night long puts pressure on the kidneys, and pissing that much couldn't be good for his injury. He was tall, though, so I decided his insides could probably cope.
WILD SIDE
Is Lake Tahoe's bear boom getting out of hand?
GETTING A GRIP
Robots learn to use their hands.
WITHHOLDING SEX FROM MY WIFE
In the wake of [the] election, progressive women, who are outraged over Donald Trump's victory at the ballot box, have taken to social media with public, vengeful vows of chastity. - The Free Press.
DEADLINE EXTENSION
Old age, reborn.
