Barbie Case

Reimagining a Legacy Brand Through Culture and Communication Open Day Case Session

If you seek to sharpen your vision and ability to drive corporate performance in today’s uncertain climate, don’t miss our October 6, 2026 @2.00pm CEST online session on IESE’s Advanced Management Program (AMP) to help you navigate uncertainty moving forward and discover new ways to drive change and make your mark defining a new world. Professor Vardit Landsman from IESE Business School will lead an interactive case discussion on Barbie, Mattel’s iconic brand, and the strategic choices facing the company leading to the global launch of the 2023 Barbie movie and Siamak Rostamian, International Executive Programs Director, will outline the Advanced Management Program structure and AMP alumni who will join us to share their experience.

In this session, participants will step into the role of Lisa McKnight, Mattel’s Chief Brand Officer, and examine how a legacy brand can respond to criticism, reshape its cultural meaning, and reconnect with both consumers and decision-makers. The discussion will explore how Mattel used the movie not simply to ‘milk’ IP rights, but as a powerful communication platform capable of changing brand associations, reigniting nostalgia, and potentially building a new form of brand fandom.

Key topics include:• Understanding how legacy brands can evolve while staying connected to their original purpose.• Exploring how brands can address criticism.• Analyzing the role of cultural relevance, authenticity, and creative control in modern marketing communication.• Examining how marketers can target different members of the decision-making process.• Applying brand equity frameworks to set communication goals.• Discussing how to evaluate the impact of a major brand communication initiative.

We look forward to connecting with you on October 6!

Not sure? Watch what AMP alumni have to say about the program.