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‘New-stalgia’ On Demand: How Mattel Links Brands Across Generations
Mattel hunts for opportunities to promote its brands in unconventional ways. 'We refer to the consumer as a fan,' says franchise chief Josh Silverman.
After shattering global attendance records with Greta Gerwig’s cinematic adventure — based on the company’s most iconic brand — the team partnered on “Barbie the Movie: In Concert,” a live-scored screening of the Oscar-nominated film at the hallowed Los Angeles venue. As the crowds awaited the start of the symphony, Josh Silverman, Mattel’s global head of consumer products and chief franchise officer, noticed more than one family playing a classic card game to pass the time before the amphitheater doors opened. Finding that kind of brand awareness and replicating it across mediums, from premium film and TV content, audio storytelling, digital games and live and location-based experiences, is all under Silverman’s purview at Mattel.
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