Barbie's global domination: Exactly how Mattel pulled it off
Podcast: Most Innovative CompaniesPublished On: Wed Jul 19 2023
Description: The thing about the Barbie movie is that saying those three words together just seems inherently ridiculous. And one of the best things Mattel has done is really kind of lean into that. Starting with the Technicolor shots of Margot Robbie and Ryan Gosling on set to the colorful trailers that really churned up the enthusiasm for the movie, Mattel created the momentum that has led to a laundry list of product tie-ins, including the Xbox console that actually looks like a house or a makeup station. Fast Company Senior Staff Editor Jeff Beer explains how this Blockbuster movie's marketing campaign stands out . . . and that having fun is at the core of the global brand's approach. Then to something more serious — Human Rights Watch Executive Director Tirana Hassan talks about how the organization is using technology to push back on misinformation and disinformation, and even how AI can benefit the organization in its investigations.
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