From Barbie to Building Sets: How Mattel's CBO Transforms Legacy Brands Through Bold Storytelling скачать в хорошем качестве

From Barbie to Building Sets: How Mattel's CBO Transforms Legacy Brands Through Bold Storytelling

From Toys to Entertainment: How Mattel is Transforming Legacy Brands for Modern Audiences In this episode of Marketing Vanguard, host Jenny Rooney sits down with Lisa McKnight, Executive Vice President and Chief Brand Officer at Mattel, to explore the art and science of managing over 100 active brands. From the billion-dollar success of the Barbie movie to the strategic evolution of Fisher-Price, discover how to make bold brand decisions, lead through purpose, and create positive cultural impact. Whether you're managing heritage brands or building new ones, this conversation offers invaluable insights on taking calculated risks, embracing inclusivity, and transforming your company from a house of brands to a branded house. What You'll Learn: How Mattel balances digital transformation with the enduring value of "analog play" in child development The power of diverse voices and perspectives in weighing risky opportunities Why leading with positivity creates lasting cultural impact How to balance inclusivity with commercial viability across brand portfolios The strategic shift from toy company to IP and entertainment powerhouse Why co-owning P&L makes marketing a profit center, not a cost center How to navigate difficult organizational decisions while maintaining team morale Chapters: 00:00 Introduction 00:34 Mattel's Portfolio Beyond Barbie 02:55 Importance of Play Today 08:20 Why CMO Function is Critical 10:48 Getting Comfortable Being Uncomfortable 15:22 Barbie Movie: Biggest Bold Move 20:16 Leading with Positivity 23:32 Inclusivity and Commercial Viability 28:49 House of Brands to Branded House 32:24 AI Partnership with OpenAI 34:30 Restructuring Fisher-Price 39:33 Who's Next Recommendation Episode Resources Lisa McKnight on LinkedIn:   / lisa-mcknight-91b3a77   Mattel Website: https://about.mattel.com/ Jenny Rooney on LinkedIn:   / jenniferrooney   Marketing Vanguard on Apple Podcasts: https://podcasts.apple.com/ie/podcast... Marketing Vanguard on Spotify: https://open.spotify.com/show/39HognH... Subscribe to our channel! https://goo.gl/JpCqzs ↓↓ Leave a comment below ↓↓ Check out the original article here! Insert Link here Check out our full video catalog: https://goo.gl/Ky9LT8 Follow us on: Twitter: https://goo.gl/U2sVPW Facebook: https://goo.gl/G5DRR1 Instagram:   / adweek   TikTok:   / adweek   Reddit:   / adweekmag