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Lisa McKnight

Executive Vice President & Chief Brand Officer, MATTEL INC

Search every verified Lisa McKnight interview, podcast appearance, and on-the-record quote — each transcript cross-checked by AI and human review to confirm speaker identity. Lisa McKnight, Executive Vice President and Chief Brand Officer at Mattel, has discussed the company's strategy of expanding beyond toys into an IP-driven entertainment company, citing the Barbie film as a key example. She stated that the film was part of a multi-year corporate strategy to broaden Mattel's audience and that the company partnered with 165 brands to create a "global phenomenon." McKnight also highlighted new initiatives, including the launch of Mattel Brick Shop, a building set line for adults, and a strategic partnership with OpenAI to develop products and experiences for ages 13 and up. She described the company's approach to inclusivity, noting that Mattel has introduced over 175 different types of Barbies reflecting various ethnicities, body types, and abilities, including a blind Barbie and a Black Barbie with Down Syndrome in July 2024. McKnight has reflected on the Barbie brand's turnaround, saying that eight years ago the brand was "losing relevance" and parents no longer felt good about giving Barbie as a gift. She credited the brand's recovery to returning to the original vision of Barbie's creator Ruth Handler and focusing on "progress not perfection." McKnight also discussed the company's sustainability efforts, including a line of dolls made from ocean-bound plastic and a partnership with the Jane Goodall Institute, which was recognized by Time Magazine as one of the top inventions of 2022. She emphasized the importance of taking bold risks, stating, "If you don't take a swing and you're passive, then you're just not in the mix."

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