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

Marketing Vanguard

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

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