>> we need to pick a side. >> the new mission impossible hopes to be the biggest film of the summer. no matter what happens, tom cruise may be the biggest movie star of all time. >> to quote steven spielberg, key will go down as the man who saved hollywood. coming out of code of your brexit legacy tom cruise will leave is he is the movie star to end all movie stars. there is not a genre he cannot do. there is not a stench he can't do. there is no role he can't take. he pushes the envelope and still surprises us after all of these years. >> i don't accept that. >> i really love coming up with things i think will throw them and that is what i think i do. ♪

♪ from humble beginnings. >> it started in a garage. >> too global empire. how a plastic doll went from misunderstood. >> seventys were not a great time for bobby. >> to megastar. >> ryan gosling, pink everywhere. if you think you know barbie, i got a story for you. it starts with a woman. ♪ >> she grew up in denver, colorado. >> as a high school student, she met elliott answer, the two of them married and they went to the golden state to pursue their

golden dream. >> wasn't your typical 1940s housewife. in their relationship, ruth was the businessperson. ♪ elliott was a creator, and artist. he was working with plastic and making things like light fixtures in the garage. he saw the business and the market possibilities at every opportunity. she brought in a business partner. >> created and it started in a garage. >> as it happened, the company was not ruth's name but instead, a hybrid of mats for harold matson and elliott for elliott handler. mattel. >> the first line they produce was toy houses and wooden toys. >> that was just the beginning. mattel went on to hate make kids like the magic eight ball and

the hopper. ruth had an idea for a new kind. ♪ >> her daughter barbara played with paper dolls and what barbara and her young friends did is imagined or teachers. >> she thought it would be amazing for girls to have a 3d form in which they project. the dreams and aspirations, who they want to be when they were an adult. >> she took her revolutionary pitch for 3d plastic, adult both to the suit at mattel. >> the male executives proposed to this notion of a little adult figure doll. they couldn't see beyond the problematic overly sexual idea of a plastic object with breast. >> ruth wasn't about to give up easily. she needed to convince the board an adult doll could work. ♪ she found her answer across the

pond. >> she saw not in a toy store but a tobacco shop or something in switzerland when the family was traveling she saw this gal. this gal is lily doll. >> the main character of a popular comic strip. >> not intended for children. lily was let's put it this way, three-dimensional pinup. ♪ almost every gag in the comic strip involved lily taking money from fatcats for sexual favors. >> lily was no angel but to ruth, she was a godsend. ♪ >> she proved ruth's idea could actually be physically manufactured. >> eventually over the objections of some men at mattel, ruth says we are going to do this thing.

>> she wouldn't take no for an answer, she was determined to be an inspiration to so many women. >> now she needed someone to build it. >> jack was yellow educated aerospace engineer who worked on the sparrow and hawk missiles. >> ruth gave her engineer clear instructions. >> copy this thing. >> to give her daughter a modern look, ruth had a bona fide hollywood legend but westmore was a makeup artist for the studios universal. the dolls looked like actresses who were popular at that time. >> for the wardrobe, a fashion designer. >> charlotte johnson that had a successful career new york on seventh avenue and was persuaded her to design the first set of tiny clothes for this doll.

>> they designed, built and styled at all. now she needed a name. looked to her own daughter for inspiration. so barbie was born. ♪ she really is an absolute masterful creation of a ton of talented artists and creators. >> barbie was definitely not lily. >> barbie was positioned as the wholesome all-american girl next door. >> ruth's girl next door was ready for her big debut at the 1959 american toy fair. >> world of one here in new york. >> it did not go well. barbie's debut was a disaster. the titanic and toy fair. ♪

mattel needed a hit. what i got was a flop. moms didn't like the doll and neither did the players. it seemed barbie was destined for the clearance aisle. the roof wasn't ready to give up just yet. ♪ >> buyers did not leap to purchase her to be put on their shelves back home. the men saw a small sexualized object and it made them uncomfortable. >> they saw something that was really different than what a really little girl saw when they pick up a barbie. ♪

>> ruth answers to take the product of people she knew would get it and understand it. she took it directly to girls. ♪ >> mattel made a huge commitment. network to buy time on the mickey mouse program. >> an opportunity for the first time to bypass those irritating parents and get your message directly to the kids. >> it clearly paid off the first commercial is iconic. >> every doll is sold, you can tell it mattel. >> suddenly kids were begging their parents to buy them barbie. the dolls were flying off the shelves. now mattel had a new problem. ♪

>> tons of letters imported from the consumer's mandy mattel make a boyfriend all. >> and it happened. he met cam and somehow she knew she in camp would go together. now mattel's you barbie. ♪ >> ruth named the boy doll after his son kenneth. >> can is truly the second sex. annette, off-line, absolutely an accessory in the barbie war wardrobe. >> kent was the first of many accessories. >> the dream houses, california aesthetic. >> it's completely furnished with barbie's own cable. then studio couch, tv and high. look, a closed closet complete with hangers or barbie costumes and accessories you by. >> the party kept growing. >> surprise, mattel's marvelous new teenage guy.

>> barbie's best friend mitch came out in 1963. this is the original box actually of mitch. she's wearing glasses of peppermint patty face. >> barbie's world expanded to her friends, her boyfriend in her house and car they become part of her world. >> inspired a new way to play. ♪ >> a sleeping bag. ♪ >> the only way girls could play with dolls was to play the role of being a mother which is an amazing rewarding role. it's not the only role out there for girls. >> little girls played with dolls that were babies. they were taught to nurture to play but this is another thing,

using the doll to imagine a glamorous life in the future. >> went girls steve barbie, casey what's possible. ♪ >> playing with barbie. >> i think you want to live vicariously through the barbie. doing things i was too young to do because i was like seven. [laughter] >> the way ruth can see barbie led to an absolute juggernaut, unstoppable in the early 19 1960s. at the time they were changing. ♪

people left her until she became a target. >> all of this stand up together say no more. >> she wrote the book on barbie, literally. >> i am not a barbie doll. >> i am not a barbie doll. >> the 1970s barbie's values were not in sync with the values

of young people. they were moving to the land and playing acoustic guitar and they were hippies. barbie was like a materialistic california woman she wanted all of this stuff, the house, the boyfriend, the feminists did not see the little paraphernalia of her career and what could be considered positive things. they just saw that body and didn't like it. >> barbie is many things, she is a role model, icon. she is a lightning rod for conversation and controversy around women. >> in some ways poor barbie. >> just when it seemed things couldn't worse for barbie, they did. >> there were some irregularities in mattel's bookkeeping. handbook pleaded no contest to falsifying sec information. he became a convicted felon. he was thrown out of the company she founded.

>> barbie was humbled. sales plummeted and mattel knew she needed a makeover. ♪ enter joe parada. >> she is absolutely and iconic within barbie's world. >> in charge of the barbie klein in the 1980s. ♪ she really drove the brand back to the original where it started from. >> launched a new campaign with the now iconic slogan. ♪ >> we girls can do anything was about showcasing barbie as configuration for girls. >> women were just starting to go into the board room and have more meaningful roles and businesses and barbie was right there with them. ♪ >> when barbie went into the office in her day tonight inc.

executive outfit, she was the same as so many american women going into the workplace. ♪ >> during the 80s, i started to diversify and there was a black barbie and hispanic barbie and that was just the beginning making sure they stopped themselves in the line. >> barbie was back on top. >> i was the first girl to have every barbie. >> the barbie dream house. >> i have the corvette, kissing barbie. >> a mermaid one and it was my favorite. >> everyone had a favorite but barbie was about to get serious competition. ♪ during this time, there were all kinds of products i talked to a girl potentially interested in

technology. >> at the turn-of-the-century barbie was once again facing changing world and she needed to get with the times the elekta high-tech stuff from barbie. >> there was a rb mp3 player, a barbie virtual world, barbie is a doll but she has an amazing youtube channel. >> barbie kept up with technology, the world changed in other ways. >> another fourth wave feminism became body positivity, the idea there was no one perfect body type. >> mattel watched the top-secret initiative, michelle was on the team. >> it was really about diversifying barbie's body so adding kirby barbie's into max along with the original doll. >> branding challenge and a design challenge. >> everything in barbie's world

was designed for original barbie and we were fundamentally disrupting the system, a system based on clothes, houses, cars, everything. >> project catapulted barbie into a new era. >> the world's best-selling doll is getting three new bodies, petite, tall and my favorite is kirby. >> when you change something iconic, you never know the response. regardless of the world responded, the evolution is now you can say that so barbie and it can mean so many things. ♪

did you see the barbie movie? >> we did. >> better than i could have imagined. >> i love it. i thought how could you make this so good? ♪

>> the idea of a barbie movie sounds wild because what would that be? >> we heard about the barbie movie and the question is how are they doing this? how are they going public movie about barbie and then we heard greg's name attached. >> heartbeat the obvious choice her films were considered subversive. >> why is it in quotes? ♪ >> a fan of movies. this is her movie. she wanted to take on a is the risk on the company's behalf to wonder where she's going to go with it? sure. >> that risk paid off more than anyone expected. >> hi barbie. >> hi barbie. >> hi barbie. >> hi ken.

>> hi ken. >> you look at the box office, it's insane. the number one highest film of the year. >> why? >> we are girlfriend and boyfriend. [silence] >> i'm not sure. >> at the box office in county. >> the fourth biggest weekend and movie history. >> the title with. >> if you are out during the weekend, you probably saw people dressed in pink. >> to walk into a theater where hundreds of people. >> absolutely amazing. >> not only does it save the toy, the barbie will be rescued in industry. >> barbie came at a time we

needed it and then it creates the excitement level again my gosh, see this. >> barbie brought the box office back from the brink thanks to the genius who created a malika sort of had something for everyone. >> can i come to your house today? >> sure. i don't have anything planned. when choreography, just stop by. >> soquel. i think it got people to think about the relationship between men and women for this intelligent, fun to look at hilarious movie. ♪ >> a cultural phenomena so taking her daughter to see barbie the daughter played with dolls and gives me chills to think about it.

>> who is barbie to you? >> a strong independent woman. just because you are a girl doesn't mean anything, you can do anything. >> barbie was a way to express my personality when i was a little kid. >> every girl struggles with this. >> i love barbie. >> and iconic woman. she's weathered amazing amounts of hatred as well as disturbing amounts of love. ♪ >> : can project whatever they want to project onto her and i think it's for that reason she's endured. ♪