Good company can’t help but follow!
Barbie You Create named as one of TIME Magazine's Best Inventions of 2025
Excerpt from TIME Magazine by Leslie Horn Peterson
Adults are actually fueling growth in the toy market by buying for themselves, and Mattel says a third of grown-ups who buy Barbies aren’t just collecting: they’re customizing. “Over the years we’ve seen an active community of fans and collectors bring their own creativity to Barbie,” says Kim Culmone, SVP and global head of doll design. So in March the toymaker launched You Create Barbie, a $100 kit that comes with three interchangeable heads and three articulated bodies, plus wigs, clothing, and accessories to let enthusiasts get creative. And although marketed to adults, the dolls are just as hardy and ready for kid play as ever.
The People, The People, The People
Forever Grateful. Forever Inspired.
All Good Things...
The things we’ve created on this pink journey - INCREDIBLE!! Working on this team, and for this dynamic and demanding brand is often compared to the blast and urgency of drinking from a firehose. I’m so proud to have been part of this story and LEGACY. Taking some time to sit back and appreciate the people, experiences, and impact. Look at what we’ve done.
Hall of Fame, A Collection of the Best of the Best
Introducing the updated Hall of Fame that celebrates the most exciting Barbie partnerships, including the musicians, athletes, designers, and even the cast of Barbie, the Movie!
Lebron James is Named as the First Kenbassador
The places this brand can go is just amazing! This week was the Barbie launch inaugural “Kenbassador,” a historic cultural moment that introduced the world to the LeBron James Ken doll—the first time a male athlete has ever joined the Barbie universe.
This campaign was Barbie’s biggest press moment ever outside of the Barbie movie, generating 8.03+ billion media impressions in a single week. Coverage spanned Rolling Stone, GQ, WWD, Fast Company, E! News, USA Today, CNN,Sports Illustrated, and BBC, as well as social channels like Bleacher Report, Ball Is Life, and Complex. The Instagram carousel post on @barbie is now the brand’s best-performing owned IG social post of all time by both impression and engagement metrics—10.09MM organic impressions (+241% above bench) and 1.03MM organic engagements (+380% above bench)—with 96.2% of views coming from non-followers. The doll sold out in minutes across Amazon, Walmart, Target, and Mattel Creations.
The Paris pop-up was a complete sellout and garnered features in Paris Match, CNEWS, and Creapills, and fans camped out for days ahead of the Undefeated L.A. drop. The campaign’s cultural resonance sparked viral conversation and widespread acclaim from fans, influencers, and celebrities alike, with press and fans declaring the launch “nothing but net.”
Get Your Easter Baskets Ready!
Loved the joyful exuberance of this shoot!
WE LOVE LA
So proud to be part of this community and to call LA home.
The Barbie brand is supporting relief efforts through our work with the Mattel Children’s Foundation, led by our nonprofit partners including the American Red Cross Los Angeles Region, @salvationarmyus, @lafdfoundation, @goodplusfdn, @savethechildren, @feedthechildrenorg, and @baby2baby.
We are thankful to all the first responders who continue to protect our home and are amazed by the brave girls in our community who quickly came together to empower one another. You’ve shown us that together, we can do anything.
We love you LA. 🩷
One in A Million
So proud of this one. The photography here is incredible! Credit to Jason Tidwell and Rachel Ritter on this recreation.
Happy 15th Anniversary, Diane!
Angel City Game - On the Pitch, is this Real Life?!
Team Barbie showed out! And Fangirl was awakened mere seats down form Abby Wambach. Swoon!
Best Team in the Biz!
Barbie Convention 2024 Takes Over Palm Springs
On-Campus Vibes
Snaps to Diane for the design and wrap of the campus shuttle - ICONIC!!
Beyonce Channels Barbie - and we are here for it!!!
Loved being a part of the most top secret production and post-production ever! Beyonce and I shared the same air (across a very, very large soundstage)…I will never be the same!
2023 Recap
One like no other! Here’s to riding the momentum wave in 2024!
When the Tea Has Been Spilled
Appreciation for the best partner in the biz! Heart you, JC!
This is What Joy Looks Like
There is no doubt that Andrea is a Barbie girl! She and Logan received custom made disco B’s from Mirrored Media for their brilliant creative concepting for the Barbie disco ball featured at the Warner Bros. Barbie movie premier party! Congratulations to two of our newest team members already making their mark on the team and the brand!
It's a Barbie Marcom and Packaging Team Party
While we all may debate policies on number of days in office, we all can align on the best damn partners in the biz. Love the packaging team crew, led by the incomparable Suzanna Lakatos. She is what great leadership looks like. And this is what great teams look like! So glad we’re using time in office to reconnect and strength trust and relationships between our cross-functional partners!
And yes, why yes, that is yellow duct tape we used as name tags. Who doesn’t love a good pop of color?!
Get Ready for Barbie Game Night!
The whole team worked in collaboration with Hasbro on this one from the photos and cover art to the copy. We’ve already pre-ordered to bring game night to the Marcom tables! Note: For the benefit of the relationships around her, Audrey has banner herself from playing. You’ve been warned.