The much-hyped release of the Barbie movie this summer has captured the attention of pop culture enthusiasts and toy lovers across the world, with the 'Barbiecore' trend of hot pink color infused into retro style infiltrating everything from fashion to gaming consoles and even Airbnb rentals. But behind this cinematic extravaganza lies a tale of reinvention and strategic prowess by Mattel, the renowned toy company.
Richard Dickson, president and chief operating officer of Mattel, shed light on the struggles, triumphs, and the future of the iconic 'Barbie' brand in a conversation with Fortune at Cannes Lions—the creative industry's equivalent of the Oscars.
