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Dualstar Entertainment Group, LLC, commonly referred to simply as Dualstar, is a privately held American mass media and entertainment limited liability company owned by twin sisters Mary-Kate Olsen and Ashley Olsen. Dualstar was founded May 5, 1993, as Dualstar Productions, before adopting its current name in 1994. The company established a niche for itself when it entered into a producing agreement with ABC for several TV movies, after the twins starred in the long-running television series Full House.[3][4]

Key Information

The company quickly became a massive success, becoming synonymous in the 1990s and early 2000s with child-friendly home entertainment.[5] The company produced the second best-selling Kids VHS tapes of the 1990s, behind The Walt Disney Company. In 2005, the company pivoted towards the fashion industry as its main focus, and ceased producing films, television series, magazines, video games, or other popular media. Dualstar was based in Los Angeles, California and is now based in Culver City.

History

[edit]

1989-1994: Founding, contracts with ABC Television, and BMG Kidz

[edit]

In 1989, the father of American actresses Mary-Kate Olsen and Ashley Olsen, David Olsen retained Robert Thorne, a partner at the law firm Loeb & Loeb, to help re-negotiate their contracts for the series Full House.[6] Impressed with Thorne's work, Olsen hired Thorne to manage his daughters' careers in 1990, when they were only 4-years old.[7]

The sisters were cast in the co-creator of Full House, Jeff Franklin's TV movie,[8] To Grandmother's House We Go, which filmed in Vancouver, Canada beginning in May 1992,[9] with a planned release of that December.

After filming had finished on the movie, the sisters were signed to the record label BMG Kidz in July, and recorded their debut album Brother for Sale that same month.[10] The album was released on October 30,[11] to a tepid reception, with reviewers calling it, "...so self-consciously cute... it's painful. Makes your fillings ache."[12] Despite the album's poor reception among adults, it was well received among its target demographic.[13] Alternatively, the film was very well received across demographics,[14] and was the tenth most watched program across all channels for the week November 30 - December 6.[15] The sales success of the album, and the film's success gave Thorne justified negotiating power when discussing future plans with ABC.[3]

Robert Thorne met with Alan Berger, head of the TV department at talent agency International Creative Management, shortly after the release of To Grandmother's House We Go.[8] Berger represented Jeff Franklin, who wanted an executive producer credit on the next Olsen film.[8] But Thorne had the idea of obtaining executive producer credits for both Mary-Kate and Ashley. Berger's client opted out, "I just couldn't deal with the absurdity of having Jeff Franklin report to two 6-year-olds," Berger said while in the meeting. Thorne explained he, "wanted to establish them as executive producers and run it through their own company."[8]

To better represent the Olsens in their new career ventures, Dualstar Productions was started by Robert Thorne, through Loeb & Loeb, on May 5, 1993. At the time it was established, David Brian Olsen was designated as the president of Dualstar,[16] with Thorne serving as the Chief executive officer.[17] A month after Dualstar's creation, it was announced ABC Television Network and Dualstar had entered into a production agreement.[18] Dualstar was to produce a 13-episode television series to star the Olsen twins following the final season of Full House, and a TV-movie for ABC, in addition to developing other programming.[3] The agreement would also give ABC participation in the next Mary-Kate and Ashley music album and music-video collection in which ABC would then receive royalties.[3]

Production on the first TV-movie began June 3, 1993, before the news of the deal with ABC had even been made public. In a co-production between Dualstar and Green/Epstein, the team behind To Grandmother's House We Go, and with Mary-Kate and Ashley executive producing,[8] it was decided to do another Holiday film. The new movie entitled Double, Double, Toil and Trouble would be slated for a 1993 Halloween release.[19] Mary-Kate and Ashley didn't actually hire the writer and director, as the executive producer would normally do. Instead, the move was the first step in "empowering" the Olsens and their company, Thorne explained.[8] The pay for both Mary-Kate and Ashley, for their first two TV movies was $500,000 each.[8]

At the same time, work on their second album I Am the Cute One began, slated for an October release along with a music video tape entitled Our First Video.[20] To coincide with the impending releases, Dualstar launched Mary-Kate and Ashley's Fun Club, the official Olsen fan club.

Our First Video premiered at the 1993 Video Software Dealers Association (VSDA) convention, with the video and the album hitting stores on September 28, 1993.[21] To promote the new album and video, the sisters appeared on an hour-long QVC special, and in what Zoom Express/BMG Kidz executives referred to as a "first-of-its-kind deal" Capital Cities/ABC supplemented the advertising campaign with prime time commercials which would air on six first-run episodes of Full House.[22]

The second foray into music was a massive success, as Our First Video surprised the world when it shot to the top spot of Billboard's Top Music Videos chart the second week it was released.[23] I Am The Cute One also sold very well, and peaked at #149 on the Billboard 200.[24] When Billboard introduced the Kid Albums chart in 1995, the album was still selling enough copies to peak at #25.[25]

1994–1998: The Adventures of and You're Invited Series

[edit]

Following the massive success of Our First Video, on March 8, 1994, it was announced Dualstar and BMG Kidz would be renegotiating the original Olsen record contract.[26] The new contract would be a multi-album, multi-video deal with BMG Kidz, with one or two albums, and three to four videos, expected to be produced in the first year. In connection with the deal, Dualstar formed the subsidiaries Dualstar Records, and Dualstar Videos to produce the albums and videos which would then be distributed by BMG Kidz.[26] Around the same time, through Dualstar and Green/Epstein, the Olsens signed a $1 million minimum deal to appear in the 1994, western TV-movie, How the West Was Fun. Their payment would increase if the film was completed underbudget.[26]

Bob Hinkle, president of Zoom Express/BMG Kidz, said the new Olsen contract was, "much more skewed to video than audio. We're at the point where we're just figuring out thematically what the videos will be; but they will be heavily oriented toward music."[26] He went on to add the decision to renegotiate the Olsens' contract came about because, "everybody realized (the old) contract might not have allowed for this music video product at one time."[26]

With responsibilities diversifying away from just production, on April 12, 1994, Dualstar filed an amendment with the state of California to rename the company from Dualstar Productions to Dualstar Entertainment Group, Inc.[27] The company was reportedly being run by six attorneys at this time.

The new BMG Kidz and Dualstar contract was finalized, and the video concepts were decided upon by July 1994.[28] The new deal gave the Olsens $5 million to $7 million over the next year, and would involve an upfront expenditure by Bertelsmann Music Group in excess of $15 million.[28] Additionally, Bertelsmann would provide the funding for three labels designed to handle different aspects of the Olsen deal, Dualstar Records, Dualstar Video, and Dualstar Interactive.[28] According to the terms of the deal, profits would be split 50-50 between BMG Kidz and Dualstar, and in turn with the Olsens, it would also give Dualstar all rights to their products.[28] It was revealed the videos produced between Dualstar and BMG Kidz would be a musical mystery series, The Adventures of Mary-Kate & Ashley, with the first two episodes titled "The Case of Thorn Mansion", a haunted house thriller, and "The Case of the Logical I Ranch", a Wild West mystery. The videos were planned for a September 13, 1994, release, along with a companion album, "Give Us a Mystery."[28] With two other videos and a companion album being planned to follow spring 1995.[28] Bertelsmann secured commitments from Playskool, Carnival Cruise Line, and MGM Grand Hotel and Theme Park to offer tie-ins for the video series.[28]

Dualstar and BMG Kidz announced the multimedia deal publicly at the July 1994 VSDA convention in Las Vegas. While in the city, on July 25, Mary-Kate and Ashley Olsen appeared at the MGM Grand Adventures theme park to debut the first episode of The Adventures of Mary-Kate & Ashley.[29] According to reports, 15,000 people lined up in 105-degree temperatures at the theme park just to have the chance to walk past the Olsens.[30]

On September 12, the day before the release of The Adventures of Mary-Kate & Ashley, Dualstar and American Online presented a press conference hosted by Mary-Kate and Ashley at 5 pm.[31] Following the Full House episode which aired on September 13, ABC aired The Adventures of Mary-Kate & Ashley theme song as a music video to advertise the release.[32] To further promote the series, on September 17, ABC aired a behind-the-scenes look at The Adventures of Mary-Kate & Ashley.[33] The first two videos were a smash hit, and premiered on Billboard's Top Kid Video sales chart.

In January 1995, a segment for the next "Adventures" film was shot at SeaWorld Orlando.[34] The next two installments in the series would be heavily promoted through a tie-in with Sea World,[35] including with a personal meet and greet with the Olsens at SeaWorld San Diego, on April 8 and April 9.[36]

The third and fourth films in the Adventures series "The Cast of the Sea World Adventure", and "The Case of the Mystery Cruise" released in April to more sales success. Both titles debuted on the Billboard Kid Video chart at #14 and #13 respectively. To promote the tapes, ABC aired the TV-special The Adventures of Mary-Kate & Ashley: Mystery on the High Seas.[36]

In April 1995, while Mary-Kate and Ashley were busy filming the final season of Full House, Warner Bros. who produced the series for ABC, approached Dualstar about having the sisters star in the theatrical film Me and My Shadow.[37][38] In addition to the film, Warner Bros. conveyed their interest in obtaining the home video distribution rights to The Adventures of Mary-Kate & Ashley.[39] On April 14, WarnerVision Entertainment took over control of five prerecorded titles on the market, while proceeding with the production of up to 10 additional released over the next two years.[39]

According to Robert Thorne, BMG agreed WarnerVision had become the obvious home for video. "They knew in their hearts," that the switch would be made, he says. "We made it very clear to them where we wanted to be."[39] To end the contract, which still had a year to run, Thorne said Dualstar Entertainment Group paid a "nominal" fee toward BMG's $1.3 million production budget for the two newest Adventures films.[39] The new contract between Dualstar and WarnerVision, Thorne told Billboard, it was a signigicant financial improvement.[39]

Me and My Shadow, which would co-star Steve Guttenberg and Kirstie Alley, started filming right after filming wrapped on Full House and was shot in New York.[40] Each sister was paid $1.6 million for their roles in the film.[8]

The fifth and sixth installments of The Adventures of Mary-Kate & Ashley, The Case of the Fun House Mystery and The Case of the Christmas Caper were filmed back to back. As well as the first video in a new series, You're Invited to Mary-Kate & Ashley's entitled Sleepover Party. All three tapes were released on video on September 12, 1995.[41]

Me and My Shadow was retitled It Takes Two, and premiered at the Heartland International Film Festival on November 9, 1995,[42] and released domestically to theaters on November 17, 1995. It Takes Two was generally well received, with The Los Angeles Times saying, "as for the Olsen twins, they're perky, precocious types, throwbacks to an earlier Hollywood in which children tended to perform rather than act..."[43] The $14 million film only made $19.5 million at the box office, but made a hefty $75 million in home video sales.[8]

On April 10, 1996, it was announced Mary-Kate and Ashley, signed a 14-book publishing agreement with Parachute Publishing. Parachuete would produce and publish books inspired by the Dualstar serials The Adventures of Mary-Kate & Ashley, and You're Invited to Mary-Kate & Ashley's.[44] Ashley and Mary-Kate were involved in the writing of each book. "We meet with the editors and tell them things we like to do," says Mary-Kate. "I like to horseback ride, so there is a horseback riding adventure. We both like to surf, so there's a surfing book. And Ashley likes ballet, so we did a ballet story."[45]

Since one of the Olsen family's favorite vacation spots was Hawaii, in 1996 Dualstar decided to send the family to the island. While they were there, from June to July,[46] Mary-Kate and Ashley filmed four videos You're Invited to Mary-Kate & Ashley's Hawaiian Beach Party, The Case of the Hotel Who-Done-It, The Case of the Volcano Mystery, and The Case of the U.S. Navy Adventure.[47][48] Afterwards, the Olsens were sent to film The Case of the U.S. Space Camp Mission, at a Space Camp in Huntsville, Alabama.[47] Despite being filmed after the Hawaiian videos, The Case of the U.S. Space Camp Mission would be released first.

For the videos, Thorne would come up with story ideas and work with the writers. One day he found himself thinking, "lets put them on Jet Skis," which inspired the You're Invited To Mary-Kate and Ashley's Hawaiian Beach Party video.[8]

By March 1997, it was reported the Adventures and You're Invited serials had brought in $77 million. "When the girls left the TV Show [Full House], everybody said their careers were over," said Robert Thorne, "we decided it was time they could step out."[49] With the Olsens in high demand, Thorne and Dualstar had to start limiting the projects taken on. "Rosie O'Donnell's been after me for weeks," Thorne said they aren't doing TV interviews right now. "We don't do the electronic media anymore, it's overkill," Thorne continued. "After a while, the word 'ubiquitous' was cropping up too much... The family wanted them to take some time off, step back, and come back fresh." Thorne explained Dualstar turned down merchandising and licensing bonanzas from "Lunchboxes to horrible network specials... That's exploitative. It doesn't build a career."[8]

The initial contract Dualstar signed with ABC in 1993, called for a 13-episode series to star the Olsens to be made for the network. By 1997, the show at the time being developed under the name Double Trouble,[50] started coming together, with Miller-Boyett, the production company behind Full House, teaming up with Dualstar.[51]

While the specifics were being settled for the show, in July 1998[52] Dualstar started shooting their next direct to video film, Billboard Dad.[53]

The show, retitled Two of a Kind, was filmed at Warner Bros. Studios Burbank,[54] in front of a live-studio audience.[55] The show premiered September 25, 1998. Two of a Kind fell flat with critics, Howard Rosenberg of the Los Angeles Times said, "What neither of the Olsens is, at this stage, is a budding thespian. Not that the writing here helps them out."[56] Despite the reviews, Two of a Kind premiered with a first-place finish in the 8 PM time slot once occupied by Full House.[57]

By the time, Two of a Kind premiered, the Olsen's Adventures and You're Invited serials had brought in $250 million in sales, and the accompanying books sold 6 million copies.[55]

Their next direct-to-video film, Billboard Dad released to stores on November 10, 1998, to strong sales but poor reviews.[58]

1999-2004: Expansion and global era

[edit]

The new year brought more growth for Dualstar and the merchandising potential of the Olsen brand. On January 20, it was revealed Mary-Kate and Ashley signed a deal with Mattel to launch the following year, their own line of dolls in their likenesses.[59]

In February,[60] continuing the prior success with books, Dualstar published the first two books in a new series inspired by Two of a Kind,[61] with a new installment planned every month.

In March 1999, Dualstar signed a deal with Disney Television Animation to produce an animated series to star Mary-Kate and Ashley.[62] Shortly after that announcement, it was revealed Dualstar would be producing the soccer themed movie Switching Goals for The Wonderful World of Disney.[63] Not everything was going according to plan though, changes to the ABC line up made people star wondering if Two of a Kind could be at risk of cancelation.[64] By April 5, it was confirmed that ABC would be ending the series after its first season.[65]

For their 13th birthday, on June 11, FOX Family Channel aired a 13 hour long marathon of Olsen television. After celebrating with their family, Mary-Kate and Ashley flew to France to work on their next Dualstar film, Passport to Paris,[66] which would be released November 9, 1999.[67] Passport to Paris was shot in Paris, France, over a period of three weeks, starting in June.[68]

The series finale of Two of a Kind aired on Friday, July 9, 1999.[69]

In September 1999, plans were announced for a partnership between Dualstar and Acclaim Entertainment to produce Olsen video games.[70] The first game was made to target girls aged 5 to 12, with a release date expected towards the end of November 1999. "There's this whole base of females who are dying to be part of the interactive experience," said Steve Lux, Acclaim's vice-president of marketing. "It's just a matter of writing the write software for that audience.[71]

Upon the November 9, release of Passport to Paris it debuted at #12 on the Billboard chart Top Kid Videos. That same week, Billboard Day held the fourth spot, and You're Invited to Mary-Kate & Ashley's Fashion Party was in the 8th spot.[72]

Recording of the Olsen's next album Cool Yule took place over four days.[73] Upon its release it was met with poor reviews, Mitch Schafer of The Tampa Tribune said, "Most of the singing is done by no-name hired hands, with the Olsens dropping in every now and then to fulfill their contract." He went on to say, "Adults will be nauseated, kids will be bored."[74]

Switching Goals was scheduled to air on October 24, but was pushed to December 12.[75] The film was released on VHS and DVD on April 11, 2000.[76]

In January 2000, The Beanstalk Group reached an agreement to license Mary-Kate and Ashely from Dualstar, for a line of clothing, accessories, and cosmetics tentatively called "MK&A".[77] The Beanstalk Group would work as a middle man, obtaining a license, and approaching retailers to carry products utilizing the license. Beanstalk co-chairman Michael Stone said the Olsens interested him because their empire is built on the solid foundation of books. "For an entertainment property to be successful over the long term, we believe it has to consistently deliver a fantasy to the core audience. Mary-Kate and Ashley fulfill for girls the fantasy. Girls want to be like Mary-Kate and Ashley."[77]

In February 2000, at the North American International Toy Fair Mattel showed off the first Mary-Kate and Ashley dolls produced in their likenesses. With a sale-price of $5, the dolls would hit store shelves in March.[78]

In April it was announced a Mary-Kate and Ashley clothing line geared towards girls 6 to 12, would premiere at Walmart stores that spring.[79] The line of apparel and accessories would be stocked at 2,500 stores across America.[80]

In October 2000, it was announced Dualstar would be producing a lifestyle magazine geared towards teenagers, with Mary-Kate and Ashley sharing the job as editors in chief.[81]

Also that year, it launched Dualstar Animation and entered into a pact with DIC Entertainment to launch a Mary-Kate and Ashley cartoon.[82] The cartoon was subsequently picked up by ABC in 2001 for Disney's One Saturday Morning block.[83]

In 2002, the Olsens signed a 10-year contract of partnership at the age of 16, with Thorne.[84]

In 2003, the group estimated that the sales are around $1.4 billion.[85] The interactive unit subsequently filed a lawsuit against Acclaim Entertainment in 2004.[86] Also that year upon their 18th birthday, the Olsens took control of the Dualstar studio.[87]

On May 7, 2004, the company released New York Minute, the Olsen twins' last and only theatrical film since 1995's It Takes Two. The film did not do well at the box office, and suffered negative critical reception. Since then, Dualstar and the Olsens have neither produced nor starred in another film.

"There is every intention to continue to nurture and celebrate the young customer base, and safely pursue the teen and young adult customer," Dualstar CEO Robert Thorne said. "Just as The Walt Disney Company produces feature films under the Disney and Touchstone labels respectively. Different audiences for us. But all positive values."[84]

2005-present: Entertainment production decline, and pivot to fashion

[edit]

In January 2005, the Olsens parted ways with Robert Thorne, and hired Diane Reichenberger.[1]

In September 2005, Dualstar partnered with Dylan and Cole Sprouse, the twin brothers from Disney's The Suite Life of Zack & Cody. Dualstar launched a boys division, and signed the Sprouse twins to be the face of the division. The Sprouse family created their own company, which would bear their name as D.C. Sprouse, which would then work and license with Dualstar.[88] The division produced Code, a magazine geared toward a young male demographic.[85]

Expanding into furniture and home décor lines, in January 2006 Mary-Kate and Ashley announced a new signature furniture line geared towards girls 4 to 18.[89]

By 2008, A clothing line for D.C. Sprouse was produced and sold online. "These are clothes they wear," said Tori Matt, Dualstar's marketing director. "They've been known to sit down with a Sharpie and actually doodle a graphic for a T-shirt."[90]

In April 2015, Mary-Kate and Ashley reached a deal with Viacom-owned Nickelodeon to license the entire library.[91]

Company units

[edit]
  • Dualstar Animation, LLC. established March 6, 2001.[92] Terminated effective December 16, 2011.
  • Dualstar Central Design Studio, LLC. established November 27, 2001.[93] Dissolution effective February 5, 2007.
  • Dualstar Consumer Products, LLC. established November 29, 2000.[94]
  • Dualstar Interactive, LLC. established August 24, 2001.[95] Terminated effective January 22, 2007.
  • Dualstar Music, LLC. established November 27, 2001.[96]
  • Dualstar On Line, LLC. established November 27, 2001.[97] Terminated effective January 23, 2007.
  • Dualstar Publications, LLC. established August 24, 2001.[98]
  • Dualstar Records, LLC. established November 27, 2001.[99] Terminated effective December 28, 2008.
  • Dualstar Video, LLC. established November 27, 2001.[100] Terminated effective January 22, 2007.
  • The Row, established November 29, 2005.[101][a]

Leadership

[edit]

Current

[edit]

Past leadership

[edit]
  • Presidents
    • David Brian Olsen (1993)
    • Gregory Redlitz (2001)[b]
    • Jill Collage (2008–2011)[c]
    • Judy Swartz[d]
  • Chief executive officers (CEO)
  • Managers
    • Peter F. Harris (2001–2006)
    • David Brian Olsen (2005)
    • Gary S. Rattet (2000–2006)[e]
    • Robert Thorne (1993–2005)
  • Treasurers
    • Charlene Penna (2007)
    • Jessica Jullien (2021–2023)

Filmography

[edit]

Theatrical films

[edit]

Direct-to-video films

[edit]

Television films

[edit]

Direct-to-video short film series

[edit]

Television series

[edit]

Audio works

[edit]
Year Title Category Platform Notes Ref.
2006 Real Girls, Real Advice With Jess Podcast iTunes Podcasts Hosted by Jessica Weiner[105] [106]
2006 The Official Mary-Kate and Ashley Podcast [106]

Criticism and controversies

[edit]

VHS tampering

[edit]

On November 9, 1999, when the Dualstar film Passport to Paris was released, certain customers found their copies interrupted 30 minutes into the film with a pornographic film.[107] At the same time, copies of the 1998 film Jack Frost had also been found to be compromised, in addition to copies of Pinocchio.[107] Warner Bros. would not comment about the incident other than to say the company is "investigating this and will have a comment after the holidays."[107]

Internship lawsuit

[edit]

A class action lawsuit against Dualstar alleges that the Entertainment Group failed to pay interns for menial tasks. The suit, brought forth by forty past and current interns, argues that the interns should have been paid minimum wage because they were doing similar jobs as their paid colleagues, without receiving academic or vocational credit.[108]

Dualstar responded, "As an initial matter, Dualstar is an organization that is committed to treating all individuals fairly and in accordance with all applicable laws. The allegations in the complaint filed against Dualstar are groundless, and Dualstar will vigorously defend itself against plaintiff's claims in court, not before the media. Dualstar is confident that once the true facts of this case are revealed, the lawsuit will be dismissed in its entirety."[109] The lawsuit was settled out of court in March 2017 for $140,000.[110]

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Dualstar

View on Grokipedia
from Grokipedia
Dualstar Entertainment Group LLC is a privately held American limited liability company founded in 1993 by twin sisters to manage their burgeoning entertainment and commercial interests. The company originated as a vehicle for the Olsens' early career successes, beginning with their roles as child actresses on the television series from 1987 to 1995, after which Dualstar produced a wide array of media content tailored to young audiences. This included over 40 direct-to-video titles as well as theatrical films like It Takes Two (1995), which grossed $19 million at the , and television series like Two of a Kind (1998–1999) and (2001–2002). By 2001, Dualstar had sold 29 million books featuring the twins and expanded into merchandising, launching branded apparel, cosmetics, bedding, and fragrances aimed at tween girls aged 5–12, achieving $1.2 billion in retail sales by 2004 through partnerships with retailers like Wal-Mart. In the mid-2000s, Dualstar shifted focus toward fashion and lifestyle branding, evolving into a boutique global firm with worldwide distribution in markets including the , , , , the , , and . Under Ashley Olsen's leadership as CEO, the company now oversees luxury and contemporary fashion labels co-founded by the twins, such as The Row (launched 2007), known for its minimalist, high-end apparel and accessories sold through select high-end retailers and a limited number of flagship stores worldwide; Elizabeth and James (2007), a former womenswear, jewelry, and menswear line distributed in more than 35 countries until its discontinuation in 2019; and Olsenboye (2010), a young contemporary line launched exclusively for JCPenney. These ventures have earned critical acclaim, including CFDA nominations for The Row in womenswear design. In 2024, The Row achieved a $1 billion valuation following investments from the families behind and . Dualstar's entertainment assets continued to influence its legacy into the 2010s, with acquiring the Olsens' video library in 2015, encompassing four series (including 26 episodes each of Mary-Kate and Ashley in Action! and ), seven TV movies like (2001), and two music specials. As of 2025, the Olsen twins remain active in the industry through public appearances and brand stewardship.

History

Founding and early contracts (1989-1994)

Dualstar's origins trace back to 1989, when the parents of , Jarnette and David Olsen, began formalizing a management vehicle to oversee the twins' burgeoning acting career on the ABC sitcom , where they shared the role of since 1987. Jarnette Olsen, who initially secured the twins' casting by accompanying a friend to an agent's office, took on a primary managerial role, with David handling financial aspects to ensure the young stars' well-being and education alongside their professional commitments. That year, the family partnered with entertainment attorney Robert Thorne, who joined to negotiate better terms and elevate their profile, marking the start of structured representation that laid the groundwork for future ventures. The twins' success in the 1992 holiday TV movie marked an early milestone, solidifying their value as leads. That same year, Dualstar entered branded content through a deal with BMG Kidz, producing the twins' debut album Brother for Sale, which introduced merchandise tie-ins and audio-visual concepts aimed at young audiences, generating initial revenue streams beyond television. Thorne's negotiations had by then boosted the twins' salary from $4,000 per episode to $80,000, providing essential funding for these expansions. In 1993, the entity was formally incorporated as Dualstar Entertainment Group under the partnership with Robert Thorne, with the then-seven-year-old Olsens listed as executive producers, enabling independent production of films, videos, and media featuring the twins. Early financial milestones were bolstered by Full House earnings, including multimillion-dollar payments from syndication reruns secured post-cancellation in 1995, which directly funded Dualstar's initial operations and content development. This period established Dualstar as a pioneer in child-star driven media management, transitioning from parental oversight to a structured business entity.

Video series and television expansion (1994-1998)

In 1994, Dualstar launched , a series of musical mystery shorts featuring the Olsen twins as pint-sized detectives solving child-friendly cases, such as missing sea lions at or haunted mansions. Produced in partnership with Warner Bros. and distributed by BMG Kidz, the series debuted with titles like The Case of Thorn Mansion and quickly became a commercial hit, capitalizing on the twins' fame to target young audiences. The combined Adventures and subsequent You're Invited to Mary-Kate & Ashley's serials contributed significantly to early revenue through low-budget productions that emphasized simple sets, original songs, and . The You're Invited to Mary-Kate & Ashley's series, produced by Dualstar Video starting in 1995 but expanding with new installments by 1997, shifted focus to interactive party-themed musicals encouraging viewer participation through dances and games. Titles like Sleepover Party! (1995), the inaugural entry, featured the twins hosting slumber parties with pillow fights, secret-sharing, and upbeat tracks, while later releases such as Birthday Party (1997) and Mall Party (1997) incorporated themed adventures like shopping sprees and costume bashes. These videos were helmed by a core creative team including director Alan Julian and producer Neil Steinberg, with budgets kept modest—typically under $1 million per title—to prioritize the twins' on-screen chemistry and merchandise synergy over elaborate effects. Dualstar's video efforts laid the groundwork for television expansion, transitioning from home video dominance to broadcast with the ABC sitcom Two of a Kind in 1998, which extended the twins' dynamic into scripted episodes. Internationally, the series saw distribution through Warner Home Video partnerships, including dubbed versions in markets like and , alongside merchandise such as party kits and books that amplified brand reach. By 1998, Dualstar's video portfolio had solidified the Olsens' empire, valued at over $10 million, by blending accessible content with cross-promotional strategies.

Global media growth and diversification (1999-2004)

In 1999, Dualstar launched the Mary-Kate and Ashley in Action!, produced in partnership with , marking the company's entry into animated television programming targeted at a global preteen audience. The series featured the Olsen twins as voice actors portraying super-spy characters and was accompanied by extensive merchandise, including toys and apparel, to capitalize on their established brand appeal. A key milestone that year was the release of the film , Dualstar's first production with an international setting, which introduced the twins' adventures abroad and broadened their appeal beyond domestic markets. The Olsen twins' transition to their teenage years facilitated expanded creative and contractual opportunities for Dualstar. Turning 13 in June 1999, the sisters gained eligibility for more mature roles and endorsements, enabling the company to secure broader licensing agreements that extended their media presence. By 2001, Dualstar diversified further with the launch of video games through a partnership with , including titles like Mary-Kate and Ashley: Winner's Circle and Crush Course, which simulated teen experiences such as school challenges and equestrian events. That same year, the company introduced the mary-kateandashley magazine, a bimonthly publication focused on and advice for young girls, debuting with the twins on the cover to reinforce their role as teen influencers. Dualstar's global expansion during this period involved strategic international distribution and partnerships to amplify its media offerings. The company's videos and related products reached markets in , , , , and beyond through deals with retailers and licensors, building on early U.S. success to achieve widespread availability. Collaborations, such as those with Warner Home Video for home entertainment distribution, supported this growth, ensuring Dualstar's content was accessible in diverse regions and contributing to the twins' international fanbase. Financially, Dualstar experienced significant growth from its combined media ventures, with retail sales from videos, books, games, and related products reaching approximately $500 million in 2001 and escalating to an estimated $1 billion annually by 2004. This revenue surge underscored the company's peak as a multifaceted entertainment entity, driven by the Olsen twins' starring roles and the synergistic expansion across television, film, and interactive media.

Pivot to fashion and entertainment scaling back (2005-present)

In 2004, Mary-Kate and Ashley Olsen assumed full control of Dualstar Entertainment Group upon turning 18, marking a significant shift in the company's direction that led to a substantial reduction in new entertainment productions. This transition allowed the twins to steer Dualstar away from active media creation toward more sustainable ventures, with their personal involvement in acting tapering off around the same period. Under Dualstar's oversight, the Olsens launched their first luxury fashion line, The Row, in 2006, followed by the contemporary ready-to-wear brand Elizabeth and James in 2007, establishing fashion as the company's core focus. In 2010, they introduced Olsenboye, a young contemporary line exclusive to JCPenney. These initiatives represented a deliberate pivot from Dualstar's earlier media dominance, which had built a reported $1 billion empire through films, videos, and merchandise by the early 2000s. By the late 2000s, new entertainment projects had largely ceased, with Dualstar emphasizing licensing of its existing intellectual property, such as direct-to-video titles and series, to generate ongoing revenue. In 2015, Nickelodeon acquired the video library, including series and TV movies. This strategic realignment transformed Dualstar into a fashion powerhouse, with The Row alone reaching a valuation of over $1 billion following investments in 2024. The financial evolution underscored this pivot, as Dualstar's emphasis on eclipsed its media roots, contributing to the Olsens' combined exceeding $500 million as of 2025, much of it tied to the company's apparel divisions. Recent developments highlight the enduring success of this focus, including the twins' joint appearance at the 2025 CFDA Awards on November 4, where they accepted the American Accessory Designer of the Year award for their work under Dualstar. Dualstar continues to manage its legacy content through licensing agreements, including streaming arrangements that keep older titles accessible on platforms, ensuring steady income alongside fashion operations.

Organizational Structure

Entertainment production units

Dualstar's entertainment production units encompassed specialized divisions focused on creating film, television, and digital content during the company's peak media phase from the mid-1990s to the mid-2000s. The primary film and television arm, known as Dualstar Productions, managed the development and production of scripted series and features, including the twin-led So Little Time (2001–2002), which aired on the Fox Family Channel and explored the everyday adventures of teenage sisters. This unit also oversaw theatrical releases such as New York Minute (2004), a that marked one of the last major film projects under Dualstar's active production banner before the company's strategic shift. Operating primarily from studios in , including facilities in Culver City, Dualstar Productions coordinated with external partners like for distribution while maintaining creative control over content featuring the Olsen twins. Complementing the broadcast efforts, Dualstar Home Entertainment handled the direct-to-video pipeline, emphasizing quality control, packaging, and logistics for home media releases. Established through an initial distribution deal with BMG Kidz in the early , this division produced and released numerous and DVD titles tied to the Olsen twins' brand, ensuring a steady stream of accessible content for young audiences. By the early , it had expanded to collaborate with major labels like Warner Home Video for broader market reach, focusing on narratives that aligned with Dualstar's overall media ecosystem. The digital and gaming arm, operated under Dualstar Interactive, pursued partnerships to develop , including video games such as Mary-Kate and Ashley: Magical Mystery Mall (2000), a PlayStation that simulated shopping and puzzle-solving scenarios centered on the twins. This unit collaborated with publishers like to adapt the Olsen brand into digital formats, though legal disputes over royalties later highlighted challenges in the sector. At its height in the early , Dualstar's units collectively employed over 200 staff across Los Angeles, New York, and London offices, supporting a multifaceted production workflow. Following the decline in new media projects after 2010, these units were largely wound down as Dualstar pivoted toward fashion and licensing, retaining operations primarily for management and archival content oversight.

Fashion and consumer product divisions

Dualstar's fashion divisions represent a significant in the company's portfolio, emphasizing luxury and contemporary apparel under the creative direction of . The Row, established in 2006 as a luxury brand, focuses on timeless silhouettes, exceptional fabrics, and precise tailoring to embody a minimalist aesthetic. This division has become the cornerstone of Dualstar's high-end offerings, with collections like the Spring/Summer 2025 line highlighting refined, understated designs in neutral tones and fluid forms, showcased during . The brand expanded into menswear in the late , introducing tailored pieces that align with its signature quiet luxury ethos, further broadening its market reach. Complementing The Row, Elizabeth and James launched in as a contemporary , offering accessible yet polished pieces inspired by the Olsens' siblings, blending feminine details with relaxed tailoring. Positioned as a more wearable extension of The Row's sophistication, it targeted a younger demographic with items like blouses and boyfriend jeans. The line was discontinued as a standalone contemporary brand in 2018, though legacy products continue to influence Dualstar's merchandising through select retail partnerships. Dualstar's fashion portfolio also includes Olsenboye, launched in 2010 as a young contemporary line exclusive to JCPenney stores, targeting tween and teen audiences with affordable apparel and accessories. Beyond core apparel, Dualstar's consumer products encompass accessories, fragrances, and targeted collaborations that leverage the Olsens' design sensibility. Accessories form a key pillar, with The Row producing coveted handbags and footwear known for their sculptural simplicity and high-quality leathers. In fragrances, early ventures include the 2003 launch of the Olsen twins' signature scents, such as One Jasmine Spice, developed under a licensing agreement with to capture youthful, floral notes. These efforts diversified Dualstar's portfolio following the company's pivot from entertainment-focused operations in 2005. Dualstar's in relies on direct licensing to specialized manufacturers for production and distribution, allowing the Olsens to maintain creative control while scaling operations efficiently. By 2025, revenue streams increasingly derive from via official brand sites and experiential pop-up stores, which enhance engagement and exclusivity. Key milestones underscore this success, including The Row's CFDA Accessory Designer of the Year awards in 2014, 2018, and 2025, recognizing the brand's innovative contributions to American .

Leadership

Founders and current executives

Dualstar was co-founded in 1993 by the parents of , along with their manager Robert Thorne, to oversee the twins' burgeoning acting careers as infants on the television series . Incorporated formally as Dualstar Entertainment Group in 1993, the company initially focused on managing the sisters' media and merchandising opportunities. Upon turning 18 in 2004, acquired full ownership by buying out their parents and Thorne, assuming joint roles as chief executive officers and presidents, which allowed them to pivot the business toward fashion and lifestyle brands. As creative directors, the Olsen twins maintain hands-on involvement in Dualstar's fashion operations, particularly with their luxury brand The Row, launched in 2006 under the company's umbrella. They oversee design, quality control, and strategic decisions for The Row, emphasizing minimalist, high-end and accessories produced by a lean team that includes specialized designers and assistants. This direct engagement ensures the brand's signature discretion and craftsmanship, with the twins collaborating closely on collections, such as the Fall 2025 line presented during . As a privately held entity, Dualstar discloses limited information about its executive team beyond the Olsen twins' leadership roles. As of 2025, continue to serve as co-presidents and creative directors of Dualstar. Key positions, such as and brand managers, support the fashion-centric operations, but specific names and structures remain undisclosed to the public as of 2025. The decision-making process centers on the twins' collaborative input. Their active oversight is evident in recent public engagements, including a joint appearance at the 2025 CFDA Fashion Awards, where they accepted the American Accessory Designer of the Year award for The Row, underscoring their continued influence on the company's direction.

Former key personnel

Robert Thorne co-founded Dualstar Entertainment Group in 1993 with , serving as the company's initial manager, partner, and CEO until 2005; he played a crucial role in negotiating early contracts, including the development and distribution of the twins' series that established their media presence. Under Thorne's , Dualstar produced 47 films featuring the Olsens, which collectively sold nearly 40 million copies and formed the backbone of the company's early entertainment revenue. His contributions extended to broader licensing and merchandising strategies that capitalized on the twins' "" fame, helping grow Dualstar into a multimillion-dollar enterprise focused on youth-oriented media. Thorne's exit in early 2005 stemmed from the Olsens' decision, upon turning 18, to buy out his substantial minority stake and assume direct control of the company, marking a strategic pivot away from heavy reliance on external management during the transition to and branding. Redlitz, Thorne's longtime business partner and vice president at Dualstar, collaborated closely on key media and licensing deals from the company's through the mid-2000s, contributing to the expansion of video and merchandise lines that defined the early era. Redlitz departed alongside Thorne in 2005 as part of the ownership restructuring. Diane Reichenberger succeeded Thorne as CEO in 2005, bringing expertise in retail and to guide Dualstar through its diversification phase; she oversaw operations until 2008, when she left to become CEO of Rock & Republic. Her tenure aligned with a 2008 internal shift that reduced emphasis on new media productions in favor of consumer products, amid the end of major retail partnerships like the Wal-Mart clothing line.

Media Productions

Theatrical and television films

Dualstar Productions entered the realm of theatrical filmmaking through its co-production of It Takes Two (1995), a family comedy directed by Andy Tennant that starred Mary-Kate and Ashley Olsen as two girls who swap identities to unite their families. Although this project predated the full branding and operational scale of Dualstar as a production entity, the company played a key role in financing and development, with the Olsen twins cast in the dual leads to leverage their rising fame from Full House. Distributed by Warner Bros., the film emphasized twin-led narratives central to Dualstar's early output. The company's sole wide theatrical release was New York Minute (2004), a Warner Bros. production directed by Dennie Gordon, again featuring the Olsen twins as siblings navigating mishaps in while pursuing personal ambitions. Dualstar financed a significant portion of the $30 million budget, maintaining the signature approach of centering the story around the twins' performances and experiences. Despite positive reception for its lighthearted tone, the film earned $21.3 million at the worldwide , falling short of financial expectations and marking the end of Dualstar's theatrical ambitions.

Direct-to-video releases

Dualstar's direct-to-video releases began with the musical mystery series The Adventures of Mary-Kate & Ashley, which comprised 11 volumes released between 1994 and 1997. These videos featured the Olsen twins as young detectives solving whimsical cases, often incorporating travel and educational themes, such as in The Case of the Sea World Adventure, where the protagonists investigate a mystery at the marine park. The series emphasized catchy songs, lighthearted humor, and interactive elements to engage young audiences, establishing a formula for Dualstar's output that blended entertainment with subtle learning opportunities. Following the success of the mystery series, Dualstar launched the You're Invited to Mary-Kate & Ashley's party-themed videos in 1997 and 1998, producing ten installments focused on imaginative celebrations like sleepovers, mall outings, and costume parties. These short-form releases, typically around 30 minutes each, showcased the twins hosting events with friends, incorporating music videos and skits to inspire real-life playdates among viewers. The format prioritized relatability and fun, appealing to preteens through scenarios that mirrored everyday social experiences. Later direct-to-video efforts shifted toward longer adventure films under the Passport series, spanning 1999 to 2003, with titles like exploring international locales and teen escapades. This lineup, including , , Holiday in the Sun, When in Rome, Getting There, and The Challenge, capitalized on the twins' growing appeal by featuring them in globe-trotting stories that combined romance, mischief, and cultural discovery. The series achieved significant commercial impact, contributing to Dualstar's overall sales over 50 million units worldwide by 2004. Distribution for these releases was handled through partnerships with WarnerVision Entertainment starting in 1995, following an initial deal with BMG Kidz, enabling wide North American availability via and later DVD formats. International variants were produced to adapt content for global markets, including dubbed versions and region-specific packaging that supported releases in , , and , broadening the franchise's reach beyond the U.S. This strategic expansion underscored Dualstar's focus on scalable, series-based content that drove repeat viewership and merchandise tie-ins.

Television series and specials

Dualstar Productions entered into a broadcast partnership with ABC in the late , leading to the development of live-action and featuring . The company's first major television endeavor was the Two of a Kind, which premiered on ABC in 1998 and ran for one season comprising 22 episodes until 1999. Produced in association with Griffard/Adler Productions and Miller-Boyett-Warren Productions, the series followed the Olsen twins as siblings navigating life with their widowed father and uncle, incorporating elements from an initial pilot concept developed under Dualstar's early ABC contract. In 2001, Dualstar launched So Little Time, a twin-led that aired 26 episodes over one season on Fox Family (later rebranded as ABC Family). The show depicted teenage sisters Riley and Carlson dealing with family dynamics, school, and friendships, marking Dualstar's expansion into family-oriented episodic programming through its ABC affiliation. That same year, Dualstar ventured into animation with Mary-Kate and Ashley in Action!, a 26-episode series produced in collaboration with and Buena Vista Television, which broadcast on ABC from October 2001 to June 2002. Voiced by the Olsen twins, the program portrayed the sisters as secret agents Misty and tackling global adventures, emphasizing action and humor for young audiences. Dualstar also produced holiday specials, including the 1997 You're Invited to Mary-Kate & Ashley's Party, a 25-minute musical program featuring the twins hosting festive activities like and reminiscences, originally released under Dualstar Entertainment Group. This special drew from the format of their earlier series as precursors to broadcast content. In 2015, acquired Dualstar's television library, encompassing , Mary-Kate and Ashley in Action!, and related specials, enabling distribution across Paramount platforms, with the content available for streaming as of 2025.

Other Works

Audio productions

Dualstar's audio productions primarily included soundtracks for their films and releases, as well as audio adaptations of the Olsen twins' book series into story CDs with musical interludes. These efforts were managed through the company's Dualstar Records imprint, which focused on youth-oriented and narrative audio to complement their visual media. Early releases were distributed through labels like BMG Kidz, with Dualstar later reissuing and expanding the catalog in partnership with under its own branding. A key example of Dualstar's soundtrack work is the 2001 CD for the film Winning London, which features pop tracks such as "We're in " performed by and "Never Forget You" by Holly Long, alongside songs from artists like . The blends upbeat pop with thematic ties to the movie's setting, emphasizing fun and adventure for young listeners. Similar soundtracks supported other Dualstar properties, including Getting There (2002), which incorporated original songs by the twins to enhance the road-trip narrative. These releases highlighted Dualstar's strategy of integrating music to extend the appeal of their film franchises. In the realm of audiobooks and story audio, Dualstar produced read-aloud versions of the twins' mystery adventures, often formatted as CDs with sound effects and songs. The Adventures of Mary-Kate & Ashley: Give Us a Mystery (released in 1994 and reissued in 2003) is a music album compiling songs from the Adventures music videos, performed by the Olsen twins with pop interludes tying into their mystery themes. These productions targeted preteens, fostering immersion in the twins' fictional world without relying on visual elements. Beyond music and stories, Dualstar contributed to voice work in animated media, co-producing the series Mary-Kate and Ashley in Action! (2001–2002) through a partnership with DIC Entertainment. In this action-comedy show, the Olsen twins voiced their own characters as teen spies solving global mysteries, marking an extension of their brand into animation with synchronized audio performances. The series ran for two seasons, blending voice acting with episodic adventures akin to their live-action output. Dualstar's print offerings centered on book series tailored to young readers, featuring as protagonists in adventure and mystery narratives. The company launched "" in the mid-1990s, a mystery series with titles such as The Case of Thorn Mansion and The Case of the Sea World Adventure, followed by "The New Adventures of Mary-Kate & Ashley," which expanded the format with over 40 installments exploring tween dilemmas and sleuthing escapades like The Case of the Mall Mystery. These series were developed through Dualstar Publications in partnership with Parachute Press, with distribution handled by . By 2002, the combined book lines had sold more than 30 million copies worldwide, generating over $130 million in retail sales. Beyond print, Dualstar extended its brand into consumer merchandise, including dolls and licensed video games. In 2000, Dualstar partnered with to produce a line of dolls depicting the Olsen twins as teenagers, complete with interchangeable outfits and accessories inspired by their on-screen personas; these became 's most successful doll series, with multiple assortments released through the early . The company also ventured into interactive media via Dualstar Interactive, licensing titles for platforms, such as Mary-Kate and Ashley: Crush Course for in 2000 and Mary-Kate and Ashley: Sweet 16 – Licensed to Drive for in 2002, which incorporated puzzle-solving and driving mini-games tied to the twins' media properties. As of 2025, Dualstar's print and merchandise lines persist primarily as legacy items, with books and dolls available through secondary markets and resale platforms, reflecting the enduring for the Olsen twins' early brand extensions.

Controversies

In 2015, Dualstar Entertainment Group faced a class-action lawsuit filed by former intern Shahista Lalani on behalf of approximately 40 present and past interns, alleging violations of New York labor laws through unpaid or underpaid work on film sets and other projects. The suit claimed that interns performed menial tasks exceeding 40 hours per week without compensation, effectively functioning as unpaid employees rather than receiving educational benefits. Dualstar disputed the allegations, asserting that the internships complied with Department of Labor guidelines and provided valuable experience. The case expanded to include 185 interns and was settled in March 2017 for up to $140,000, with each claimant receiving approximately $530 after legal fees to cover for their hours. The settlement did not include an admission of wrongdoing but prompted Dualstar to revise its policies, shifting toward paid positions to align with evolving labor standards in the entertainment industry. No criminal charges arose from the matter, as it remained a civil . In March 2020, former executive David Schulte filed a lawsuit in New York state court against The Row, Mary-Kate and Ashley Olsen, and Dualstar Entertainment Group, alleging breach of contract, wrongful termination, defamation, and discrimination based on age, gender, and sexual orientation. Schulte claimed he was fired after raising concerns about workplace issues and denied a promised equity stake. The case was settled out of court in 2021 for an undisclosed amount, with no admission of liability by the defendants. Earlier, in April 2004, Dualstar initiated a breach-of-contract lawsuit against video game publisher , seeking over $1 million in unpaid royalties from licensed titles such as Mary-Kate and Ashley: Magical Mystery Mall. The complaint alleged that , amid its financial distress and impending , had withheld royalty payments despite successful sales of the games. The suit highlighted operational strains on Dualstar's licensing agreements, contributing to a cautious approach in future partnerships with distressed partners. 's subsequent Chapter 11 filing in 2004 resolved the claim through proceedings, with no further public outcomes reported, and again, no criminal implications.

Ethical and public criticisms

In the early , Dualstar faced significant public criticism for the perceived exploitation of as child stars, with media reports highlighting their grueling workloads and over-commercialization. A 2000 article described the twins, then aged 13, as "probably the most exploited kids in America," pointing to their involvement in dozens of films, a television series, and extensive merchandise lines under Dualstar's banner, all driven by profit motives from adults including their parents and managers. These critiques raised ethical concerns about the long-term impact on the twins' well-being, including limited time for normal childhood activities amid a schedule that included school, filming, and promotional events. Dualstar and the Olsen family countered these concerns by stressing rigorous family oversight and the twins' active role in production decisions. As detailed in a ABC News profile, entertainment attorney Thorne, a family friend who co-founded Dualstar, positioned the twins as executive producers from age four, granting them veto power over projects to ensure alignment with their interests and prevent overwork. This structure, managed closely by their mother and Thorne, was presented as a safeguard against exploitation, allowing the family to balance commercial output with the girls' input on creative and scheduling matters. During the 2010s, as the Olsens shifted focus to through Dualstar-licensed brands like The Row, ethical criticisms emerged regarding labor practices in the . In a 2025 Hollywood Reporter analysis of celebrity brands' , The Row was rated poorly by the Good on You platform for lacking transparency on details, including sourcing and worker conditions, which raised questions about potential ethical lapses in an industry known for opaque global manufacturing. Such concerns echoed broader sector scrutiny, though The Row emphasized high-quality, artisanal production without directly addressing specifics. Public reflections on Dualstar's legacy in 2025 offered a contrasting perspective, with some industry figures highlighting positive outcomes amid earlier ethical debates. In an October 2025 interview, actor recounted his early role in the Dualstar-produced film (2000) as a pivotal career boost, noting the substantial pay that enabled his move to the U.S. and the film's surprising lasting appeal among fans, which he said underscored the project's genuine opportunities despite surrounding controversies.

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  81. https://pagesix.com/2017/03/30/fight-against-unpaid-internships-makes-stacey-bendet-angry/
  82. https://www.thefashionlaw.com/mary-kate-ashley-olsens-the-row-sued-by-former-executive/
  83. https://www.avid.wiki/Dualstar_Interactive
  84. https://www.sun-sentinel.com/2000/04/07/adults-still-exploiting-olsen-twins/
  85. https://abcnews.go.com/2020/story?id=132650&page=1
  86. https://www.hollywoodreporter.com/lifestyle/style/sustainable-celebrity-brands-1236184071/
  87. https://ew.com/how-olsen-twins-helped-launch-zero-dark-thirty-star-jason-clarke-career-11833370
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