You Think We Live in a Barbie World Now? Just Wait

Barbie boss says Mattel's foray into live action is a strategic brand investment

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

At the outset of 2023, Mattel’s evp and global head of Barbie and dolls, Lisa McKnight, had one goal for the year: make sure Barbie is “everywhere.”

Six months in, the veteran toy marketer has achieved fluorescent pink ubiquity. Barbie, the movie, is everywhere, and it’s everything.

It’s Margot Robbie in luminous Versace on the cover of Vogue. It’s the meme-esque selfie generator where anyone can be Barbie (or Ken). It’s the life-size Airbnb Malibu Dreamhouse. It’s an OPI nail color.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in