Berger has been promoted from vice president, American Girl marketing, partnerships, content development and sales.

License Global

February 21, 2024

2 Min Read
Krista Berger, Mattel
Krista Berger Mattel

Mattel has promoted Krista Berger to senior vice president, Barbie and head of dolls. It was announced by Lisa McKnight, executive vice president, chief brand officer, Mattel, to whom Berger reports.

“I am delighted to announce Krista Berger’s well-deserved promotion to senior vice president, Barbie and head of dolls,” says McKnight. “Krista’s stellar, 15-year journey with Mattel reflects her unwavering commitment and invaluable contributions to the company. I have had the privilege of working closely with Krista for years, and her promotion is a testament to her dedication, strategic vision and exceptional leadership. I look forward to seeing Krista excel in her new role and continue to elevate our dolls category to new heights.”

In her new role, Berger will lead product and brand marketing for Mattel’s dolls category globally. Berger’s career at Mattel began in the dolls division, where she established a foundation of intellectual property, licensor management and commercial expertise across the dolls portfolio and the U.S. Barbie business. When Mattel acquired Mega Brands in 2014, Berger served as a key member of the integration team, leading the Mega strategic rebranding initiative that resulted in increased distribution and impressive double-digit sales growth in the construction category. In 2017, Berger returned to the Barbie team and helped drive record performance by increasing the toy business by over 60%. Notably, Berger’s vision and leadership played a pivotal role in the re-establishment of Barbie as the No. 1 global doll property.

In her most recent role as vice president for American Girl marketing, partnerships, content development and sales, Berger’s experience was instrumental in driving the success and innovation of the American Girl brand.

“Having the opportunity to develop products and experiences that allow children to see themselves reflected in the world is a tremendous honor,” says Berger. “In collaboration with my exceptional team, leadership across Mattel and our external partners, I look forward to advancing Mattel’s iconic portfolio of beloved brands for years to come.”Berger’s contributions have garnered several industry recognitions, including the Ad Age 40 Under 40, Brand Innovators 40 Under 40 and the Women In Toys Wonder Women Award. She is highly active in the Women of Mattel ERG, serving as president from 2020-2022 and current executive sponsor.

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