Barbie’s Back: The Story Behind the Story of the Iconic Brand’s Resurgence

October 21, 2016

Executive Summary

Mattel engineered a brand turnaround for Barbie by going from mass marketing to mass mattering.



Source

"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.

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