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

Unlocking the Creator Economy with Awin

Did you know influencer marketing drives twice as many sales as display advertising, with a 37% higher retention rate?

Awin helps brands harness this potential with tailored influencer management solutions that drive measurable results. Whether you're looking to grow your creator roster, foster long-term relationships, or track full-funnel performance, Awin’s expertise and platform integrations make it easy to scale campaigns and optimize impact.

With partnerships across CreatorIQ, LTK, ShopMy, and more, brands gain access to powerful discovery tools and seamless tracking capabilities, ensuring transparency and efficiency at every stage.

Here’s how brands can maximize their influencer marketing:

• Find the right creators – Access a diverse network of influencers, even in niche markets.
• Track performance with full transparency – Measure impact from awareness to conversions in real time.
• Incentivize influencers effectively – Commission-based rewards through affiliate links and coupon codes keep creators engaged.
• Blend influencer & affiliate marketing seamlessly – Awin’s integrations create a streamlined, results-driven approach

Unlock the full potential of influencer marketing. Visit awin.link/adweek to start building high-impact partnerships today!

---

Hosted on Acast. See acast.com/privacy for more information.