Ynon Kreiz, CEO of toymaker Mattel, talks about the future of the Barbie brand.
It may sound like an unlikely comparison, but the boss of toy company Mattel would like Barbie to be the next Iron Man.
Barbie remains Mattel's biggest-selling brand, making the company more than £1bn annually. Its other brands include Hot Wheels, Masters of the Universe, Monster High, Bob the Builder and Thomas the Tank Engine. "The devil works hard but Barbie's marketing team is working harder," according to marketing expert Mike Buonaiuto, author of Founder Therapy, who admires the inventive advertising the team behind the film has been up to, including the Airbnb listing of a Barbie Dreamhouse.
This proved alluring and good business. More than a billion Barbie dolls had been sold by the early 1990s.about what exactly Barbie dolls teach children, especially around body image.
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