49 min
S3 E4: Barbie Cult Brand Secrets
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- Marketing
Barbie has transcended being a toy. She is an icon, and a symbol. Barbie is a doll that has remained top of its category for 60 years despite competitive threats and shifting consumer preferences. She has helped transform how kids play, and more importantly, how society thinks about women and empowering girls at a young age to dream bigger than they’ve ever dared to dream before.
Barbie’s history isn’t without controversy and periods of sales declines. Those are to be expected in a global behemoth, but what we found most impressive is how the Barbie team, led by Lisa McKnight since 2016, has responded, and rebounded, and made that business, and that brand, stronger today than it’s ever been.
Learn more at CultBrandSecrets.com
Barbie has transcended being a toy. She is an icon, and a symbol. Barbie is a doll that has remained top of its category for 60 years despite competitive threats and shifting consumer preferences. She has helped transform how kids play, and more importantly, how society thinks about women and empowering girls at a young age to dream bigger than they’ve ever dared to dream before.
Barbie’s history isn’t without controversy and periods of sales declines. Those are to be expected in a global behemoth, but what we found most impressive is how the Barbie team, led by Lisa McKnight since 2016, has responded, and rebounded, and made that business, and that brand, stronger today than it’s ever been.
Learn more at CultBrandSecrets.com
49 min