Mattel has promoted Krista Berger, former Vice President for American Woman Advertising and marketing, Partnerships, Content material Growth, and Gross sales, to Senior Vice President, Barbie and Head of Dolls. Berger will report back to Lisa McKnight, Govt Vice President and Chief Model Officer at Mattel.
Following her promotion, Berger will lead Product and Model Advertising and marketing globally for Mattel’s doll class. In her most up-to-date place at Mattel, Berger was an essential consider increasing the success and innovation of the American Woman model. Her 15-year profession at Mattel started within the Dolls division, the place Berger established a basis throughout the Dolls portfolio and U.S. Barbie enterprise of mental property, licensor administration, and industrial experience.
Berger was additionally a key a part of integrating Mega Brands after Mattel’s acquisition in 2014. She led the Mega strategic rebranding initiative, leading to elevated distribution and double-digit gross sales progress within the building class. In 2017, after returning to the Barbie staff, Berger helped drive document efficiency by rising the toy enterprise by greater than 60%. Her management and imaginative and prescient additionally performed an essential function in re-establishing Barbie as a high-performing international doll property.
Along with her achievements at Mattel, Berger has been acknowledged by way of the Advert Age 40 Underneath 40, Model Innovators 40 Underneath 40, and the Girls in Toys Surprise Girls Award. She served as President of Girls of Mattel ERG from 2020-2022 and is presently an Govt Sponsor.
“Krista’s stellar, 15-year journey with Mattel displays her unwavering dedication and invaluable contributions to the corporate,” McKnight says. “I’ve had the privilege of working carefully with Krista for years, and her promotion is a testomony to her dedication, strategic imaginative and prescient, and distinctive management. I sit up for seeing Krista excel in her new function and proceed to raise our Dolls class to new heights.”
“Having the chance to develop merchandise and experiences that permit youngsters to see themselves mirrored on the earth is an amazing honor,” Berger says. “In collaboration with my distinctive staff, management throughout Mattel, and our exterior companions, I sit up for advancing Mattel’s iconic portfolio of beloved manufacturers for years to return.”
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