Base Your Brand on an Idea That's Bigger Than Your Product

How to stay culturally relevant with Mattel's president and COO

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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. 

The playbook to success 

To market a brand as expansive as Mattel requires tapping into both new and old values. 

“Marketing our brands is a really unique skill set and process because ultimately, we manage a portfolio of brands that are unique,” he explained.

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