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In recent years, more children have gravitated toward video games and electronics instead of traditional toys, but Barbie has sought to overcome this as lockdowns have ravaged various markets globally. Mattel has struggled previously with weak sales of big brands such as American Girl and Fisher-Price. “We saw kids starting to rapidly consume this content, so we had to rethink everything.” Mattel worked closely with its partners at YouTube (where Barbie is a ‘vlogger’ who hosts everything from dance battles with Ken to makeup tutorials) and Netflix (home to various animated adventure movies starring the doll) to ensure it was creating enough content to sate the growing appetites of bored kids.
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McKnight, who has been nominated for this year’s Global Marketer of the Year award by the World Federation of Advertisers (WFA), explains how early in the Covid-19 crisis Barbie invested in its already growing YouTube channels and online streams to ensure it was reaching the right audiences. That’s when the brand spotted an opportunity to carve out a deeper role in children’s day-to-day lives through digital means. But soon enough things settled down and media consumption shifted as kids were confined to four walls. Then there was a global debate around whether toys were an ‘essential’ product (which, of course, Barbie lobbied they were). “Our supply chain was shut down in China and in other parts of the world, then marketplaces started to follow along with retail.” “At the outset of the pandemic, from a marketing standpoint, we had to immediately hit the pause button and reappraise all of our plans,” she admits. You can read more about how we keep you safe in our Privacy Policy.For Lisa McKnight, senior vice-president and global head of Barbie and dolls for Mattel, the last year has been a real journey. There's no risk of getting any malware when you play on. Arkadium makes sure that your privacy and personal details are safe and secure.
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