Elie Ofek

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.