With the average lifespan of a toy being 3-5 years, maintaining cultural relevance across successive generations of parents and their children is something leading global toy company takes very seriously. From product refreshes to innovation and marketing narratives, the 76-year-old company is doubling down on opportunities to create unprecedented experiences that inspire and entertain fans of all ages. Join Adweek as we hear from Mattel President and Chief Operating Officer Richard Dickson on how the toymaker is tapping into the Mattel Playbook to celebrate and stretch their iconic intellectual property, which includes a portfolio of household names including Barbie, Fisher Price, American Girl, and Hot Wheels. By collaborating with everyone from Cameo and TikTok to Kith, Mattel is connecting to culture in new and unexpected ways with the evolving role and importance of social media and traditional advertising methods top of mind.