Barbie’s Back: The Story Behind the Story of the Iconic Brand’s Resurgence
October 21, 2016
Mattel engineered a brand turnaround for Barbie by going from mass marketing to mass mattering.
"Barbie's Back: The Story Behind the Story of the Iconic Brand's Resurgence." Juliana Chugg, EVP and Global Core Brands Officer at Mattel, Inc. ANA Masters of Marketing Conference, 10/21/16.