Elon Musk runs six companies at once, which means he relies on a lot of other people to do things when he's not around. Who are these people? How do they fit into the Elon Universe? We present: Elon's Orbit https://t.co/z4hwo2rYtb

Do we need MORE electric scooters and e-Bikes in cities? Lime is planning to add 30,000 net-new bikes across North America, Europe and Australia. CEO Wayne Ting is on @technology today. Context:

#SCOOP 🍨on @UAW talks w/@DavidWelch47 @KeithNaughton The UAW sees a 30% pay raise (including COLA) as a magic number that could win ratification and give it a credible sales pitch to organize other non-union plants, like $TSLA #UAWStrike $GM $F $STLA https://t.co/EXuW9oILOj

#FOIAFriday SCOOP: US Fish & Wildlife Service turned over more than 1K pages of emails, pics & other docs abt the aftermath of the SpaceX rocket that exploded shortly after takeoff in April. Incredible look behind the scenes @danahull @lorengrush & me 1/ https://t.co/GDLeL8k6T5

NEW from @danahull @lorengrush @JasonLeopold @KellyGilblom: SpaceX blast left officials in disbelief over environmental damage https://t.co/y9PeYreKta

I come bearing #PumpkinSpiceLatte news 🍂☕️ https://t.co/TZqggYJ5ip

NEW: Tesla engineers admit in newly revealed depositions that the company did nothing to address Autopilot's inability to recognize crossing traffic following Joshua Brown's death in 2016 w/ @MalathiNayak https://t.co/5ECBWfqn3F

"A $10 million donation from the Musk Foundation to UT Austin in 2021 went to support a new Population Wellbeing Initiative" https://t.co/lyxhnzAwLh Scoop from the dream team of @sooo__phie, @danahull, @GrahamStarr

Exclusive: Tesla is seeking nearly $100 million in funding from the bipartisan infrastructure bill to build an EV big rig charging corridor that stretches from the Texas/Mexico border to Northern California w/ @danahull: https://t.co/tiHNkykI5d

Happy #Barbie Day. If you haven't read it, here's our inside look on why this wild movie -- on track for possibly the biggest box-office opening this year -- got made. https://t.co/0Sgva83EWE

A Tesla investor rode a 14,800% gain thanks to a pitch from a 27-year-old analyst https://t.co/l1qyHG3M0Q From the amazing @danahull

“We put the doll in the box, but she comes to life when she gets in the hands of a kid.” Mattel designers tell @emilychangtv how Barbie's many faces and hairstyles come to be. Stream The Circuit Thursdays on Bloomberg Originals at 8pm ET & BTV at 10pm ET https://t.co/iyOfDtIRZq

And another benefit: It might help Hollywood rethink its aversion to making tentpole films for women. An analysis from @ShawnRobbinsWho revealed only about 6% (!!) of all movies with a $100m budget have *ever* been directly targeted at, or reliant upon, women.

But hey, #Barbie looks like it will be huge. That sure helps. Mattel even allowed its own errors to become part of the story.

There was no deal struck, and at least one (Apollo) was dubious about what the strategy would return, we reported. Analysts so far think Barbie sales this year are actually going to be flat, even with the movie bump.

It’s a business model that already exists (which Mattel acknowledges, giving particular credit to Disney) but exceedingly hard to pull off. At one point last year, private equity firms actually came to Mattel and talked about buying the whole company.

The New Yorker’s @alexbarasch did a great story about what that means for Mattel movies, and our piece looked at how this extends to other areas: TV shows, theme parks, licensed products, video games, digital content, etc. A #Barbie movie? It’s just the beginning.

That’s helped sales – and Mattel – but to significantly grow as a company it’ll have to do more. Enter: the IP-Mattel-Cinematic-Universe strategy, and thinking of its customers as not mere toy consumers, but as fans.

Mattel made a lot of mistakes managing that over the years, particularly between 2000 and 2015, and eventually found itself in a full-blown crisis. Barbie got made over in 2016, to become more inclusive (a story broken by THE Mattel/Barbie expert @edockterman ).

@tgbuckley One thing that struck me was that keeping Barbie up with the times is hard. In the 1950s, despite her Aryan-sex-doll appearance (yes, we printed that in Businessweek), she was progressive. She had careers real women wanted but couldn’t have, making her aspirational to girls.