The Joy Factory: How Mattel Keeps Its Enduring Brands Present in Pop Culture

variety.com:

Mattel, it’s swell. That decades-old advertising slogan succinctly captures the brand promise of the sui generis American business that marks its 80th anniversary this year.

It’s a testament to the strength of the culture established by Mattel founders Ruth and Elliot Handler that the company’s most iconic products have never been more of a force in pop culture. “We are a unicorn in owning such a strong portfolio of heritage brands that have cultural resonance, that are still in stores and still thriving,” says Mattel CEO Ynon Kreiz. “Even brands that we haven’t sold for decades still resonate.” Kreiz, whose background is in entertainment as the former head of Fox Kids Europe, Endemol Shine and Maker Studios, has led an impressive turnaround of Mattel since he was named CEO in 2018.

From day one, Kreiz knew Mattel needed to think much bigger in managing its most iconic brands when it came to extending them into movies, TV, gaming, digital and advertising partnerships.

The runaway success of 2023’s “Barbie” movie was the proof of Kreiz’s philosophy that a bolder content strategy was crucial to expanding the world of Mattel. “Our job is to take brands that are timeless, make them timely, and find ways to engage and connect with people wherever they are,” Kreiz says. “The people who buy our products are not just consumers.