Mattel Promotes Longtime Exec Lisa McKnight

Mattel has promoted Lisa McKnight, who has been with the company for 24 years, to executive VP and global head of Barbie and dolls.

Most recently, McKnight served as senior VP of Barbie and dolls. While at the helm, McKnight played a key role in the Barbie brand’s gross billings increase of more than $750 million over the past six years and the dolls’ category surpassing $2 billion in gross billings in 2021.

In addition to overseeing owned IP, McKnight oversees partner brands for the dolls portfolio. She played a crucial role in winning back the licensing rights to the Disney Princess and Frozen franchises, as well as winning Universal’s Spirit and Trolls licenses.

McKnight just completed two terms as a board member of the Toy Industry Association Foundation and currently serves on the board of MAKERS Women. In 2021, she was recognized by Business Insider as a top innovative CMO. In 2016, she was honored with Adweek’s Brand Genius Award.

“Guided by the Mattel Playbook brand-building approach, Lisa and her team have shaped the dolls category in game-changing ways, with a powerful portfolio of brands that inspire consumers, the industry and have created broad-based success,” said Richard Dickson, president and chief operating officer of Mattel, to whom McKnight reports. “A driving force in evolving the Barbie brand into the most diverse and inclusive doll line on the market, Lisa has simultaneously grown a portfolio of complementary brands like Polly Pocket and Monster High, as well as coveted licensed brands. I look forward to her continued success in leading the top portfolio in the category and delighting fans for years to come.”

“It is a privilege to create products that help children to see themselves reflected in the world,” McKnight added. “In partnership with my best-in-class team, cross-functional leadership across Mattel and collaborative external partners, I am excited to continue to innovate and grow these iconic brands and empower the next generation to explore the wonder of childhood and reach their full potential.”