LONDON (Reuters) - U.S. TV producer and writer Shonda Rhimes, British make-up artist Pat McGrath and French blogger Lena Mahfouf are being honoured wi.
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Lisa McKnight is SVP and global head of Barbie & Dolls Portfolio for Mattel, Inc.
The defining moments of 2021 created a runway for brands to step up and into a new world, and many in the marketing business function had to scrap their plans and pivot towards the future. That’s exactly what Mattel had to do when the COVID-19 pandemic hit, according to Lisa McKnight, SVP and global head of Barbie & Dolls Portfolio for Mattel, at CES 2021.
In fact, the brand has always studied its consumers to find out where they’re going. Mattel has a strong footprint in toys, but it is always looking to expand intentionally so that it can be everywhere the consumer is. For the Barbie brand, McKnight explained that they look at what products a girl is using or interacting with, from the moment she wakes up, to when she goes to bed at night.