Cold Call Mattel’s Barbie Playbook: Replicating Success Across the Company’s Portfolio
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May 13, 2025 Elie Ofek, a Harvard Business School Professor who specializes in R&D and marketing interactions, and Ryann Noe, a Doctoral candidate studying industry evolution, dive deep into Barbie's cultural resurgence. They discuss how Mattel navigated decades of criticism to revitalize Barbie through a successful film and a strategic playbook. Topics include the evolution of the brand, the rise of 'barbicore,' and the challenge of expanding its cultural relevance across Mattel's toy portfolio, all while addressing contemporary societal themes and appealing to diverse audiences.
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Barbie Nostalgia in Teaching
- Elie Ofek uses students' personal Barbie experiences to start class discussions.
- This triggers reflections on Barbie's cultural and personal impact over decades.
Strategic Shift to Entertainment IPs
- Mattel's CEO shifted focus to leveraging toy brands as broader entertainment IPs.
- Barbie was chosen as the initial test case for this strategic expansion.
Embracing Barbie's Controversies
- Barbie has faced controversies due to cultural insensitivity and stereotypes.
- Mattel chooses to confront and learn from criticism rather than hide from it.