Barbie is Mattel's most iconic brand, but the toy company has more than 400 others that CEO and president Richard Dickson is, in his own words, looking to revive.
In an age where smartphones and games like Fortnite present stiff competition for analog toys, Dickson says the company needs to create media everywhere it can.
"Continuing to be where our consumers are means, today, being everywhere," Dickson said on the Modern Retail Podcast. Mattel is producing short videos for YouTube, on its own and via collaborations with influencers. It also has a show on Netflix, and last year announced 22 animated and live-action TV programs last year.
The likes of Nickelodeon are still huge for Mattel to reach young consumers, but YouTube Kids is the biggest growth spot, Dickson said. "I would call YouTube the one that has accelerated the most in the last several years."
Mattel also recently launched a DTC platform named after the company's original name, Mattel Creations. This program will feature special edition Mattel collectibles -- aimed at a more adult audience. The hope is to figure out more ways to tap into direct sales (though Dickson is quick to note that Mattel loves all of its retail partners).