How Mattel made Barbie relevant again

This event report discusses how Mattel, the toy manufacturer, transformed its iconic Barbie brand to suit changing consumer attitudes and preferences.

How Mattel made Barbie relevant again

Sonia Paul

Many of Mattel's brands – a portfolio that includes Barbie, Fisher-Price, Hot Wheels and American Girl – have been icons of childhood for several generations.

The 70-year-old toy company's lon

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