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How Barbie is using digital to propel its dolls to new heights

Barbie owner Mattel has found success with a multichannel, digital strategy that puts diversity, engagement and fun for kids and their parents at its heart. The Drum catches up with Barbie’s top marketer Lisa McKnight to find out how the brand is evolving its storytelling for a digital age, with a focus on social media, apps and smart technology.

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