Custodians of icons

Mattel is the custodian of numerous iconic brands, brands that are constantly innovating and adapting to maintain purpose, cultural relevance, and executional excellence.

Play is the way at Mattel, as they create innovative products across a range of categories, that inspire, entertain, and develop children through play. Mattel reaches a wide range of people, with its portfolio including brands such as Barbie, Hot Wheels, Fisher-Price, American Girl, Thomas & Friends, Uno, Masters of the

Purpose x Relevance = Impact

Barbie has a global recognition of 99%, and as the original girl empowerment brand has an important mission to make sure girls across the world feel represented and seen. In the early days of Barbie, the brand became the world’s largest manufacturer of women’s clothing, but there’s a difference between being in fashion and being fashionable – as custodians Mattel are empowering girls to know it’s more than what you wear, it’s what you stand for. No one knows better than Richard Dickson, Mattel‘s president and Chief Operating

Universe, Monster High, and Mega, as well as other popular intellectual properties that Mattel owns or licenses in partnership with global entertainment companies.

Officer, how well the doll, fashion, and purpose can go together. In his 22 years at the company, Barbie has diversified and been given a raison d‘être. More body silhouettes, more cultural identities, even more vlogs, more events, and more designers creating outfits for her. “Now Barbie‘s evolution is dictating how we