Isabel Ferrer

Isabel has been with Mattel for 19 years in total and took over responsibility for Barbie in EMEA in 2016 - a crucial time for the brand which had seen declining sales for a few years.

It was decided to redefine the purpose of Barbie - inspiring and nurturing the limitless potential of each girl. The strategy recognised the need for diversity, the incorporation of technology and AI and saw a focus on role models and prominent women in Society. A new line featuring different body shapes was launched too and this radical overhauling of the brand has reversed the negative trend and sales of Barbie have been increasing ever since.

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