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Can Mattel CEO Ynon Kreiz Make Another ‘Barbie?’

Under Ynon Kreiz, Mattel is leveraging its iconic brands to create cultural moments beyond toys.

Mattel has long been known for making toys that defined generations. But under CEO Ynon Kreiz, the company has been reshaping itself into an entertainment-driven brand powerhouse. The 2023 blockbuster Barbie proved that strategy was paying off, and Kreiz is doubling down. Since taking over in 2018, he has led a corporate turnaround that pairs cost-cutting with an aggressive push into film and television, including multiple releases planned for 2026.

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