Alexis Hoopes, VP of eCommerce at Mattel, joined BlueConic CEO Cory Munchbach to discuss how Mattel has revolutionized its approach to customer engagement. The conversation explored Mattel's journey from a traditional wholesale manufacturer to a customer-centric direct-to-consumer (DTC) leader, driven by innovative technology and a fresh strategic vision.
Embracing Direct-to-Consumer
For years, Mattel relied on retail partners to reach customers, limiting their opportunities to directly engage with customers. However when the pandemic moved many shoppers online, Mattel saw an opportunity to revolutionize its customer relationships.
“We had to rethink how we were engaging with consumers, and that was where the DTC opportunity really stood out as a way to take control of the customer relationship,” noted Alexis.
This shift in strategy led to the creation of three distinct eCommerce channels, each catering to unique audiences:
Mattel Shop – Focused on parents and gift-givers, Mattel Shop provides an intuitive shopping experience for beloved toy brands like Barbie, Hot Wheels, and Fisher-Price, ensuring customers find the perfect products with ease.
Mattel Creations – Tailored for adult collectors, this platform offers exclusive, limited-edition collectibles and collaborations, reimagining Mattel’s toys as artistic treasures for superfans and nostalgic enthusiasts.
American Girl Online – This storytelling-driven platform highlights the history and values of the American Girl brand, and fosters a sense of community and belonging for multi-generational customers.
By prioritizing these digital channels, Mattel transitioned from relying on retail partners for consumer insights to directly owning the customer relationship, unlocking a new world of data-driven possibilities.
Transforming Through Technology
To make its DTC strategy a reality, Mattel had to rethink its operations across the board—from marketing and supply chain to technology and team structure. At the heart of this transformation was the integration of the BlueConic CDP, which enabled the company to gather, analyze, and act on real-time customer data.
“Integrating a customer data platform was crucial to how we understood and responded to customers. With real-time data, we could actually see how our campaigns were performing and how customers were engaging with us. That immediate insight allowed us to tailor our marketing strategies in a much more relevant and targeted way,” explained Alexis.
Capitalizing on Cultural Moments
A prime example of Mattel’s digital agility came during the success of the 2023 Barbie movie. Leveraging its DTC capabilities, Mattel was able to quickly introduce culturally relevant products like the “I’m Kenough” sweatshirt and ‘Weird Barbie’ dolls—both audience favorites from the movie. “It wasn’t just about product launch—it was about connecting with new customers in meaningful ways,” Alexis reflected.
Advanced segmentation powered by the BlueConic CDP enables Mattel to create personalized messaging tailored to both die-hard collectors and first-time buyers, deepening customer relationships and engagement.
Lessons Learned and the Road Ahead
For Alexis, the journey underscored the importance of defining audiences and taking an incremental approach. “The key for us was starting small, learning as we went, and building a foundation. That way, when new opportunities arose, we were already in a position to scale and innovate.”
Looking ahead, Mattel is focused on creating seamless, personalized customer journeys across all touchpoints, fueled by advanced AI and connected data systems.
As Alexis aptly noted, “The journey is long, but the payoff is so worth it—the relationships we’ve built with customers, the agility we now have, and the growth we’re seeing—it’s all part of that transformation.” With a strong foundation in place, Mattel is poised to continue innovating and delighting customers for generations to come.
To dive deeper into Mattel's strategy and lessons learned, watch the full webinar here.