In this year’s film lineup, we’ve witnessed a fascinating trend where products themselves take center stage as movie themes. From the iconic “Tetris” to the renowned “Nike Air,” and even the nostalgic “Blackberry” and “Flamin’ Hot” Cheetos, various brands have been featured. The most recent addition to this unique category is “The Beanie Bubble,” a comic drama that delves into the frenzy surrounding Beanie Babies during the 1990s.
It’s intriguing to observe how we’ve transitioned from debating the ethics of product placement in movies to witnessing products becoming the very essence of the films. This cultural shift raises questions about our capitalistic society, as we now find ourselves immersed in big-screen productions and streaming-service content that glorifies the tales behind snacks, sneakers, and stuffed animals. This phenomenon reflects our society’s obsession with consumerism and the blurring lines between entertainment and advertisement.
Arriving on Apple TV+ this Friday, “The Beanie Bubble” seems to be riding the wave of a 2020s trend. However, its true focus lies in unraveling a fascinating phenomenon that unfolded in the late 20th century, particularly shedding light on the exploitation of several women along the way. The film features Zach Galifianakis portraying Ty Warner, the CEO of Ty Inc., the company responsible for crafting those adorable stuffed animals that turned into what one character aptly describes as “little plush lotto tickets.”
The Beanie Babies craze was fueled by clever strategies, including a softer and deliberately under-stuffed design, the creation of limited editions to drive up demand, and the fortuitous rise of eBay’s then-nascent online second-hand market. The fever for Beanie Babies rapidly gripped the nation, only to subside as quickly as it surged, leaving everyone astonished by its impact. As Elizabeth Banks’ character, Robbie, Warner’s business partner, confesses, they never intended for America to lose its mind over Beanie Babies, but that’s precisely what happened.
The movie’s backdrop is brimming with Clinton-era kitsch, offering a nostalgic glimpse into that time. Nevertheless, “The Beanie Bubble” aims to explore the stories of three women who played pivotal roles in nurturing the Beanie craze, yet saw their contributions co-opted by Ty Warner.
Notably, this is the first feature film for its creators, Kristin Gore, daughter of Al Gore, who has firsthand experience with the early days of the internet, and Damion Kulash, the lead singer of the band OK Go. Through their storytelling, the movie seeks to honor the women’s stories and shed light on the intricacies and complexities of this remarkable period in consumer culture.
“The Beanie Bubble” weaves together parallel storylines, each focusing on different women affected by the Beanie Babies phenomenon. Elizabeth Banks portrays Robbie, a co-founder of Ty Inc., who finds herself marginalized once success takes hold. Sarah Snook plays Sheila, a single mother initially charmed by Ty Warner’s playful demeanor with her children, only to later discover a darker side to him. Meanwhile, Geraldine Viswanathan embodies Maya, a young hire at Ty Inc. who plays a pivotal role in the company’s internet expansion but is unfortunately kept on an hourly wage.
The screenplay, based on Zac Bissonnette’s book “The Great Beanie Bubble: Mass Delusion and the Dark Side of Cute,” delves into the intertwining timelines of the Beanie Baby craze and the women’s journeys, resulting in a complex narrative. Though this approach may seem unnecessarily intricate, it offers a thought-provoking reflection on the cyclical nature of history.
Robbie, Sheila, and Maya experience similar arcs, beginning with excitement and infatuation, followed by the harsh realities of their circumstances. This parallels the trajectory of the Beanie craze itself, as well as numerous other historical bubbles that have emerged and dissipated over time. The film highlights America’s reputation for comebacks and second chances, but in this context, it becomes an excuse for betraying one woman after another.
While the film’s historical connections are intriguing, it also makes “The Beanie Bubble” somewhat repetitive. Many other movies have explored similar themes of rise and fall. Despite some ironic elements stemming from the cuddly product at the center of the story, this iteration may not bring anything exceptionally fresh to this familiar cycle.
What prevents “The Beanie Bubble” from losing its appeal is the charm and talent of its central cast. Banks, Snook, and especially Viswanathan deliver outstanding performances, capturing the frustrations of women dealing with an immature and egotistical executive. Galifianakis, in particular, shines in his portrayal of Warner, whose charm gradually fades away alongside his facades and facelifts. Amidst his long line of man-child characters, Warner becomes the most significant baby of them all, showcasing Galifianakis’ best non-“Between Two Ferns” performance to date.
“The Beanie Bubble,” distributed by Apple Studios, carries an R rating from the Motion Picture Association due to its language content. The film has a runtime of 110 minutes. Critics have given it a rating of two stars out of four.