The iconic Barbie brand has always been a staple of the toy industry; with the new Mattel PlayBack sustainability initiative and the Youtube presence aimed to help children through the COVID-19 pandemic, Barbie is raising the industry standard of how a toy can be involved with the social narrative.Lisa McKnight, SVP & Global Head of Barbie & Dolls Portfolio at Mattel, Inc., joins the show to discuss her successes with the Barbie brand.What we talked about:- Establishing a mission for Barbie to evolve- Keeping Barbie relevant w/ today’s situations- The science behind Barbie’s latest campaign- Commitment to sustainability w/ Mattel- Increasing diversity & utilizing data- Missteps & solutions within the Barbie brandTo hear more interviews like this one, subscribe to CX Confessions on Apple Podcasts, Spotify, or your preferred podcast platform.
