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.
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