Mattel's Josh Silverman on nurturing international and domestic markets

Transcript

00:00When you think about international versus domestic or even just encompassing both together,

00:07how does Mattel think about that both for existing IP, legacy IP, new things, and how

00:14does it tie into the franchise that you're trying to create globally?

00:17Yeah, look, I think, as I mentioned before, there is no one-size-fits-all solution, right?

00:23The world is smaller now than ever before, whether it's through technology or anything

00:26else.

00:27So it's so incumbent, and I agree with you completely, recognizing that to be able to

00:32localize and really understand your fans in every country is, again, it's critical to

00:39developing the strategies and the approaches that you're going to ultimately deploy in

00:43order to provide them that experience, whatever that experience may be.

00:47And so we look at some of our portfolio.

00:50The fans that we have in Japan for Barbie, the things that ultimately they want and how

00:56they want to engage, it's an autonome consumer.

00:58It's a young adult male, young adult female consumer.

01:00It's Zaka product, right?

01:01It's very different than what you might find in the UK, for instance, right?

01:05Where it may be more fashion and beauty products.

01:08So the ability for you to really understand your audience and then imbue that into ultimately

01:13your strategies, that for sure, and it goes back again to the need to be personal, to

01:20have that connection, right?

01:21You want to be able to, we're all fans of something, right?

01:23And you want to be able to feel that it's not just the same thing that I could buy here,

01:27that I could get there, or that experience is the same one here it is there.

01:30You want to customize it.

01:31You want to have it be a little bit unique.

01:33And that's where the world is today, and I think it's going to continue to be more profound

01:37as we move forward.