Last summer’s Barbie movie delighted audiences worldwide, helping it become 2023’s highest-grossing film. Marketing and communications strategies accompanying the movie were remarkably successful, creating a buzz before it was released, including through merchandising partnerships and extensive media coverage.
At the 2024 Corporate Communications Conference: Getting the Next Job Done, Catherine Frymark, Executive Vice President of Corporate Communications for Mattel, gave The Conference Board a behind-the-scenes look at the movie.
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