Mattel Doubles Down on Barbie — and Its IP Playbook
Jan/06/2026
Mattel is tightening its grip on its most valuable asset. On January 5, the toy giant sought more time to oppose the trademark DOCBLOCK BARBIE PINK, filed for live and dried plants and seeds — an unusual category, but one that still trades on the commercial magnetism of the Barbie name. The move follows a fresh Mattel filing for HOT HEAP toys and coincides with the arrival of Natalia Premovic, a seasoned dealmaker from Netflix and Disney, as chief consumer products and experiences officer. Her mandate is clear: extract more value from Mattel’s intellectual property through licensing, partnerships, and entertainment, even as core toy sales soften. With revenues slipping and tariffs complicating logistics, Mattel is signaling that brand control and IP monetization—not volume alone—will anchor its next phase of growth.
