
Sign up to save your podcasts
Or
The 2023 movie Barbie and its accompanying marketing blitz incited a worldwide craze. Suddenly Barbie was everywhere, a celebrated icon reinstated at the forefront of cultural conversation.
This flourishing of goodwill stood in contrast to decades of criticism of the Barbie brand. Although proponents had celebrated Barbie for her promise to “inspire the limitless potential in every girl,” detractors felt that the doll promoted a narrow beauty standard and perpetuated gender stereotypes.
In this episode of Cold Call, Harvard Business School Professor Elie Ofek and coauthor and doctoral student Ryann Noe join host Brian Kenny to discuss the case “Barbie: Reviving a Cultural Icon at Mattel.” They explore how Mattel planned to sustain the Barbie brand’s positive momentum and replicate the doll’s success across other toy brands in the company’s portfolio.
4.5
183183 ratings
The 2023 movie Barbie and its accompanying marketing blitz incited a worldwide craze. Suddenly Barbie was everywhere, a celebrated icon reinstated at the forefront of cultural conversation.
This flourishing of goodwill stood in contrast to decades of criticism of the Barbie brand. Although proponents had celebrated Barbie for her promise to “inspire the limitless potential in every girl,” detractors felt that the doll promoted a narrow beauty standard and perpetuated gender stereotypes.
In this episode of Cold Call, Harvard Business School Professor Elie Ofek and coauthor and doctoral student Ryann Noe join host Brian Kenny to discuss the case “Barbie: Reviving a Cultural Icon at Mattel.” They explore how Mattel planned to sustain the Barbie brand’s positive momentum and replicate the doll’s success across other toy brands in the company’s portfolio.
1,827 Listeners
1,156 Listeners
380 Listeners
1,120 Listeners
106 Listeners
1,404 Listeners
743 Listeners
106 Listeners
172 Listeners
36 Listeners
793 Listeners
650 Listeners
221 Listeners
74 Listeners
84 Listeners
152 Listeners
80 Listeners