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 longevity is testament both to the enduring appeal of these products, and also to their adaptability over time. "Part of Mattel's secret to success is always being on the verge of pop culture, making sure that we're of the moment," Richard Dickson, Mattel's President/COO, told delegates at the recent Adobe Summit 2016 in Las Vegas.

But achieving that goal in today's digitally-driven, attention-deficit...

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