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Mattel and its strategy for new audiences: from KPop Demon Hunters to the Van Gogh Barbie
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Mattel and its strategy for new audiences: from KPop Demon Hunters to the Van Gogh Barbie
COURTESY OF MATTEL The toy industry is increasingly betting on adult audiences and collectors, and Mattel seems to have found one of its most successful formulas: turning its products into cultural pieces. The Barbie Van Gogh doll, launched as part of the collaboration between Mattel and New York’s Museum of Modern Art (MoMA), reflects how toy brands are crossing boundaries between entertainment, design, fashion, and art. READ ALSO. Mattel’s str…
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