Too feminine, but not the right type of feminine. Too skinny, but oh—she had breasts! Depending on what academic experts you consult, she is a product of the patriarchy, but also the harbinger of radical hippie thought. She is the most popular doll in the world —and the most hated. When director and writer Greta Gerwig took on making a movie about this American icon, she faced a few options. Should she tone down the pink? Steer away from the blonde? Or lean into the toymaker Mattel's efforts to rebrand Barbie as an emblem of enlightened feminist aspirations? When the indie filmmaker accepted star Margot Robbie'sinvitation to make a movie about Barbie, Mattel warily gave their consent to Gerwig and co-writer Noah Baumbach's treatment—sales had been dropping rapidly in the past decade. Despite robust rebranding efforts, Barbie's once infallible popularity was dwindling. Mattel's gamble on Gerwig has so far paid off handsomely.