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'What the f**k did they do?': Barney's new look slammed as Mattel announces plans to relaunch iconic purple dinosaur

The new animated series, produced by Corus Entertainment’s Nelvana and Mattel Television, is set to debut globally in 2024, which will see Barney in a new look

EL SEGUNDO, CALIFORNIA: Barney, the iconic purple dinosaur, is coming back as Mattel announced its plans to relaunch the Barney brand across TV, film, YouTube, music, and merchandise, including toys, books, clothing, and accessories. The new animated series, produced by Corus Entertainment’s Nelvana and Mattel Television, is set to debut globally in 2024, which will see Barney in a new look.

In a press release on February 13, 2023, Mattel said, "Created for preschool kids, the series will feature the ubiquitous purple dinosaur and friends, introducing new audiences to the world of Barney through music-filled adventures centered on love, community, and encouragement." Josh Silverman, Chief Franchise Officer and Global Head of Consumer Products at Mattel, said, "We will tap into the nostalgia of the generations who grew up with Barney, now parents themselves, and introduce the iconic purple dinosaur to a new generation of kids and families around the world across content, products, and experiences.”

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While Fred Soulie, SVP and General Manager of Mattel Television, explained, "In creating the new series, it was important to us that we properly reflect the world that kids today live in so that the series can deliver meaningful lessons about navigating it. With our modern take on Barney, we hope to inspire the next generation to listen, care, and dream big. We think that parents, many of whom will fondly remember the original Barney from their own childhoods, will love the show, too.”

Further details weren't available, but in the year 2019, it was announced that Mattel had a live-action Barney movie in the works with 'Nope' star Daniel Kaluuya set to produce it, reports Variety. At that time, Mattel Films’ Robbie Brenner told, "Working with Daniel Kaluuya will enable us to take a completely new approach to ‘Barney’ that will surprise audiences and subvert expectations. The project will speak to the nostalgia of the brand in a way that will resonate with adults, while entertaining today’s kids.”

'What the f**k did they do to Barney?'

However, following the latest update, many social media took to Twitter to comment on Barney's new look. One angry user asked, "WHAT THE FUCK DID THEY DO TO BARNEY?" Another said, "Rhinoplasty, lip filler, cheek implants, chin implant, jaw shave, brow bone reduction, buccal fat removal, botox and eye lift." One more asked, "Why does the new Barney look like he’s been on a three day coke binge?"

One of many fans said, "That’s not how this works!! Original Barney concept or none at all!" While an individual commented, "Am I the only one being traumatized at the thought of Barney coming back?"

'Dark side' of Barney 

The original series called 'Barney & Friends', created by Sheryl Leach, first aired on PBS on April 6, 1992. The series ran for 14 seasons, states Entertainment Weekly. And throughout the 14 seasons, more than 100 children starred in the series, including Demi Lovato and Selena Gomez. However, there was a dark side to it. "There’s not one main reason some people hated Barney," Peacock's docuseries 'I Love You, You Hate Me' director Tommy Avallone told Fox News Digital. The trailer of the 2022 docuseries asks, "Why does the world love to hate?" while narrating wild examples of the backlash against Barney. One man in the teaser says, "Some of the rumors I heard: Barney hides drugs in his tail."

Avallone said, "You know, there were different pockets. When we… talked to the creator of the ‘I Hate Barney Secret Society’… he [spoke] about his daughter loving Barney so much. And when he would come home from work, and he expected this big hug from his daughter… she was just watching Barney. And as the interviews go on, you’re like, ‘Oh, I actually see where the hate comes from. It’s jealousy. It’s this, it’s that.' It’s different for each person. We have a big whiteboard in our office that just had all these different [reasons] of why someone could possibly hate Barney."

Bob West, a Barney performer, recalled death threats he received as the purple dinosaur. He said, as quoted by CNN, "They were violent and explicit, death and dismemberment of my family. They were gonna come and find me, and they were going to kill me.”

While Avallone recalled in a statement to People, "Barney came out on television when I was just 10 years old, and I admittedly didn't understand him. As a teenager, for one of my birthdays, I asked my aunt to make me a Barney costume, so my friends and I could beat him up on camera. Several years later, creating this docuseries, it feels good to be on the other side and no longer a Barney hater. Now having children of my own, I understand all the love that went into making the purple dinosaur."

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