The Wall Street Journal
Jun 21, 2024 - 16 min
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Barbie’s global domination: exactly how Mattel pulled it off
12 mins | Jul 28, 2023
The 'Barbie' movie is finally here, but Mattel has been building to this moment since 2015. Jeff Beer highlights the successful marketing campaign of the film and reflects on the company's strategic transformation that led to a resurgence in sales. Read by Michael Bott.
