How Global Head Of Barbie Focuses On The Brand’s Girl Empowerment Messaging

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At the helm of Barbie’s transformation and growth is Lisa McKnight, SVP, Global Head of Barbie & Dolls Portfolio at Mattel. McKnight and her team realized that Barbie had been the original girl empowerment brand.

Three main pillars drove the brand’s turnaround. The first was focusing on girl empowerment. The second was to ensure that it created a product that reinforced inspiring messages to girls. In order to achieve that goal, McKnight and her team started to build out the career doll line. “A few years ago, we launched a line of dolls showing real women in their likeness that have done amazing things,” she smiles. “That's called our Inspiring Women Line.

Before joining Mattel, McKnight working in advertising, which led her to Gap where she worked in the marketing department for the Gap Global brand, Gap Kids and Baby Gap. “I loved the creative energy, the creative process working on the agency side, but I felt like what I was missing was stakeholdership,” she explains. “I wanted more ownership over the brands that I was servicing. I felt like I would be able to give more 120% or 150% of myself if I was fully vested in the brand and the business.

Make sure you’re not distracted by other things. Focus on the long-term goal. Don’t short sight yourself.


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THANKS! we love Barbie that shows multidimensional beauty 💚😊👌 she is more beautiful and powerful now!!!

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