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The average lifespan of a toy is only three to five years. Fad toys only last about eight months from launch to markdown. So, how has Mattel stuck around for nearly 80 years?
Mattel president and COO Richard Dickson said it’s all about maintaining cultural relevance across generations. Dickson joined Adweek’s Challenger Brands Summit to talk about how the toymaker is tapping into the Mattel Playbook to celebrate and stretch its iconic intellectual properties, which include a portfolio of household names such as Barbie, Fisher-Price, American Girl and Hot Wheels.
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