Cold Call
Mattel’s Barbie Playbook: Replicating Success Across the Company’s Portfolio
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.
30:47
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Quick takeaways
- Mattel's strategy evolved to view its products as intellectual properties, enhancing engagement through diverse media content beyond traditional toys.
- By addressing Barbie's complex history and embracing cultural conversations, Mattel successfully revitalized the brand and expanded its audience.
Deep dives
The Evolution of an Iconic Brand
Barbie, introduced in 1959, has undergone significant shifts in popularity due to cultural changes and market dynamics. Initially celebrated as a groundbreaking toy for girls, she faced controversies over unrealistic representations and social messages, leading to a decline in relevance in the digital age. The 2023 movie revitalized the brand, representing a new strategic approach by embracing its complex history while capturing current cultural sentiments. This evolution showcases the brand's potential to transform into a cultural icon beyond just a toy.
