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.
Isabel Ferrer Job Title EMEA Marketing Director – Barbie Company MATTEL