More than Kenough: A Winning Student Case Study About Mattel's Historic Rebrand of Barbie

The New CCO

When it came out, Barbie dominated the box office, grossing nearly $1.5 billion at the box office. But what many don't realize is the movie was part of a larger strategy, to reposition the iconic doll in the minds of consumers. The Grand Prize Winners of the 2024 Page and IPR Case Study Competition focused on how Mattel managed this effort, and what risks they encountered along the way. For this episode, we brought in the four winning authors, Rebecca Wolff, Mariela Dothe Marcial, Katrina White, and Chloe Oakes, from University of Florida, to dive deeper into their research.