Mattel continues Barbie’s brand makeover

Geoffrey Precourt

This event report outlines how Barbie, the doll range made by Mattel, has further enhanced efforts to transform its brand.

Just six months ago, Mattel's iconic Barbie brand was telling the story of its reinvention with three videos that spanned a half-century of marketing. And now there's a fourth.

With a #DadsWhoPlayBarbie program, "Our intent was to expand our reach – and be more inclusive with dads," Lisa McKnight, SVP/global brand general manager for the Barbie brand, reported at the 2017 Global Marketer Week in Toronto during a session held by the World Federation of Advertisers (WFA) and Association of Canadian Advertisers (ACA).

Lisa McKnight, SVP/global brand general manager

The initiative was based on more than touchy-feely...

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