How to Create Brand Love: Lessons from Mattel’s Strategic Evolution

Brands must evolve beyond transactional consumer relationships. Success is no longer just about selling products—it’s about becoming an integral part of culture.

Mattel’s transformation is a blueprint for how legacy brands can reinvent themselves. What was once a toy company is now an intellectual property (IP) powerhouse, proving that cultural influence drives business growth more than ever.

Over a lively fireside chat between Kara Swisher and Mattel CEO Ynon Kreiz, the pair discussed the iconic brand’s expansive portfolio and the strategic vision to engage audiences across film and beyond. Following are some takeaways from the exciting presentation during Smartly’s ADVANCE 2024 event. 

From Toy Manufacturer to Cultural Powerhouse

The shift from product-driven marketing to fan-driven engagement has changed the game. Instead of merely selling toys, Mattel now manages franchises and nurtures fandoms.

CEO Ynon Kreiz explained that the key to success was shifting the perspective from viewing customers as buyers to recognizing them as passionate fans. This shift allowed Mattel to embrace new opportunities, particularly in entertainment, and tap into a broader cultural narrative.

The Barbie Phenomenon: A Case Study in Cultural Relevance

Few brand reinventions have been as striking as the Barbie movie’s massive cultural impact. Rather than creating a film to push toy sales, Mattel set out to create a cultural movement. 

Key strategic decisions contributed to its success:

• Trusting Unconventional Creators: Hiring Greta Gerwig—then an indie filmmaker—to direct was a bold move. The result was a film that resonated deeply with audiences beyond its core demographic.
• Breaking Conventions: The film didn’t shy away from poking fun at Barbie’s complicated legacy, showcasing self-awareness and cultural depth.
• Prioritizing Authenticity: Modern audiences, especially younger generations, demand originality. Anything that feels forced or inauthentic is quickly dismissed. 
• Leveraging Nostalgia & Modernization: By balancing Barbie’s historical significance with fresh storytelling, Mattel ensured the brand remained relevant across generations.

The outcome? A record-breaking film that not only reinvigorated the Barbie brand but set a new standard for how companies should approach content-driven marketing.

Expanding the Brand Beyond a Single Moment

While Barbie’s success was monumental — it was the highest-grossing film of 2023 — Mattel isn’t stopping there. The company is now expanding its entertainment footprint with:

• New Films & TV Shows: Hot Wheels, Matchbox, Uno, and even Masters of the Universe are getting the big-screen treatment.
• Gaming & Digital Expansion: Mattel is venturing into mobile gaming and self-publishing to extend fan engagement.
• Live Experiences: The first Mattel Adventure Park is opening in Arizona, with more to follow, offering immersive brand interactions.

This diversification ensures that Mattel’s brands remain omnipresent across multiple channels, building long-term loyalty and continued fan investment. However, maintaining relevance across such a vast array of touchpoints requires a seamless, data-driven marketing approach.

Smartly enables brands like Mattel to execute and optimize omnichannel campaigns at scale. By leveraging AI-driven automation, Smartly helps brands seamlessly coordinate messaging across digital, social, and streaming platforms. With real-time performance analysis, brands can refine their strategies mid-flight, ensuring every touchpoint maximizes engagement and conversion. Whether it’s launching a new film, driving digital game adoption, or promoting immersive brand experiences, Smartly ensures campaigns reach the right audience with the right message—at the right time.

Lessons for Modern Brands

Mattel’s transformation provides key takeaways for any brand looking to remain relevant in a rapidly evolving market.

1. Cultural Integration is Key – Successful brands don’t just sell products; they embed themselves in culture by aligning with societal trends and movements. From diversity initiatives to social impact campaigns, brands must resonate with the values and priorities of their audience to build lasting connections.
2. Trust Creativity – Marketing should feel organic and engaging rather than forced. The best campaigns don’t look like advertisements but instead feel like meaningful experiences that spark conversation. Investing in storytelling, creative talent, and unconventional partnerships can make a brand more memorable.
3. Expand IP Thoughtfully – Brands with strong fan bases should think beyond their core products and explore new platforms and media. Whether it’s through entertainment, gaming, digital experiences, or live activations, broadening brand engagement ensures relevance across multiple touchpoints and audience segments.
4. Leverage Personalization & Omnichannel Campaigns – Modern brands must meet customers where they are, offering personalized experiences across multiple channels. Tools like Smartly’s automation and AI-driven optimizations help brands scale messaging while maintaining relevance.
5. Prioritize Engagement Over Advertising – Traditional ads are losing impact. Building fandoms and communities drives deeper, lasting connections. Smartly enables brands to craft seamless campaigns across social, search, and streaming platforms, ensuring consistency and efficiency while maximizing engagement and ROI.

Looking Ahead: What’s Next for Brand Evolution?

The brands that will thrive in the next decade are those that think beyond conventional marketing. Storytelling, authenticity, and cross-platform engagement are the future.

To stay competitive, companies must adopt automation, personalization, and omnichannel advertising strategies that allow them to scale efficiently while maintaining cultural resonance. Platforms like Smartly help brands optimize creative performance, run data-driven campaigns, and deliver seamless customer experiences at every touchpoint.

Mattel’s journey is just the beginning. As brands continue to explore entertainment, digital expansion, and immersive experiences, the key question becomes: How can your brand create cultural impact, not just consumer transactions?

See how Smartly’s automation and AI-driven tools can power your next brand breakthrough!