Barbie’s journey from iconic toy to cultural phenomenon has been a master class in marketing. But this branding triumph started well before there was Barbiecore and Kenergy—in fact, it has been a decade in the making. At the center is Lisa McKnight, Chief Brand Officer of Mattel and a 25-year veteran of the brand. In this episode, Lisa shares the genesis of Barbie’s transformation, how the movie came to be and how Barbie stays top of mind with 165 partnerships and counting.