"A strong brand message with a broad consumer products programme is key to deepening consumer engagement with the Barbie franchise," explains Mattel’s Helena Mansell-Stopher to Licensing.biz.
"One challenge has been to make buyers aware of the successes we’ve had as we’ve broadened the brand."
Barbie is now seen as so much more than a doll – indeed Mattel refers to her as an ‘experience brand.’
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