‘We stopped looking into the future’: Mattel boss on how the toy maker reinvented Barbie
Iconic US toy brand Mattel – manufacturer of the Barbie doll – went back to its roots as a creations company to re-engage children with short attention spans and their ambitious parents.
Mattel president and COO Richard Dickson told delegates at the Adobe Summit in Las Vegas that the 70-year-old toy manufacturer was forced into action after a revolution in children’s play saw it competing with media and technology companies. Viewed through the prism of child development, the brand’s product suite became outdated.
He said: “At some point we stopped looking into the future. The toy had become global intellectual property. You have to have play with purpose.”
Declining sales took the company on a path of rapid reinvention with the most significant changes being made to the Barbie doll and the introduction of different skin tones, facial features and body shapes.
Dickson said: “For Barbie to succeed, girls had to love her again and mums needed to like her a bit more. These dolls reflect the complex world girls experience today. They’re more relevant than ever.”
The changes saw Barbie trending as a topic on social media and the introduction of a talking doll saw Time Magazine label it the most advanced in a new generation of artificial intelligence toys.
Dickson added: “We had created brand content through product innovation, content that money can’t buy. Creative, bold decisions sparked a conversation that’s changing the perception of the brand and Barbie is leading again.”
He said the company had taken inspiration from its founders, who didn’t think they were a toy company but a creations company that was design-led. “Our founders weren’t toy people, they were designers and inventors.”
Martin Lane
Martin Lane is a guest of Adobe at the Summit in Las Vegas
What about we start a list here.
PEOPLE OR THINGS WE DONT WNAT TO HEAR ABOUT ONCE MORE THAN EVEY 5 YEARS.
Here’s a start:
1.Barbie
2 Harold Scruby and the pedestrian council
3 Any football until winter
Off you go…
User ID not verified.
I just want to express how comical I find it that this broad shouldered, square jawed, slicked back guy named–of all things–RICHARD DICKSON is in charge of Barbie.
User ID not verified.
………and the replacement for the Ken Barbie is, you guessed it : Wanker Barbie. There is also Full of Shit Barbie, and Lobotomy Barbie.
User ID not verified.