The Barbie movie became the highest grossing film worldwide in 2023, leading internet searches for movie merchandise in the US. Despite a general decline in the toy industry post-pandemic, Mattel continues to thrive. Sanjay Luthra, Mattel’s EMEA Managing Director, discusses the company's innovative strategies, including targeting adult audiences with Mattel Creations. The Barbie brand, created over 65 years ago, has evolved to inspire young girls and now caters to adult collectors. Recent collaborations and virtual events have successfully engaged a broader demographic. Teljes cikk (Euronews.com)