Transforming Barbie

Executive vice president and chief brand officer of Mattel, Lisa McKnight is credited with leading the transformation of the Barbie brand. Under her leadership, Barbie became the number one global toy property in 2020 and 2021, and she redefined Barbie’s global social mission with the launch of the Dream Gap Project in 2018, a multi-year initiative which has positively impacted over 25 million girls.

In this conversation with Steve Goldbach, leader of Deloitte’s sustainability practice in the US, and Des Dearlove, co-founder of Thinkers50, Lisa explains what drew her to the world of toys, why the Barbie brand had fallen out of touch with its market, and how she and her team tackled the challenge of making Barbie relevant again.

Find out more about the importance of brands being consumer-centric and staying connected to culture, how Mattel overcame corporate reservations in the making of the Barbie movie, and why you need to get comfortable with being uncomfortable when making decisions.

This podcast is part of an ongoing series of interviews with executives. The executives’ participation in this podcast are solely for educational purposes based on their knowledge of the subject and the views expressed by them are solely their own. This podcast should not be deemed or construed to be for the purpose of soliciting business for any of the companies mentioned, nor does Deloitte advocate or endorse the services or products provided by these companies.