Mattel has promoted Krista Berger, former Vice President for American Girl Marketing, Partnerships, Content Development, and Sales, to Senior Vice President, Barbie and Head of Dolls. Berger will report to Lisa McKnight, Executive Vice President and Chief Brand Officer at Mattel.
Following her promotion, Berger will lead Product and Brand Marketing globally for Mattel’s doll category. In her most recent position at Mattel, Berger was an important factor in expanding the success and innovation of the American Girl brand. Her 15-year career at Mattel began in the Dolls division, where Berger established a foundation across the Dolls portfolio and U.S. Barbie business of intellectual property, licensor management, and commercial expertise.
Berger was also a key part of integrating Mega Brands after Mattel’s acquisition in 2014. She led the Mega strategic rebranding initiative, resulting in increased distribution and double-digit sales growth in the construction category. In 2017, after returning to the Barbie team, Berger helped drive record performance by increasing the toy business by more than 60%. Her leadership and vision also played an important role in re-establishing Barbie as a high-performing global doll property.
In addition to her achievements at Mattel, Berger has been recognized through the Ad Age 40 Under 40, Brand Innovators 40 Under 40, and the Women in Toys Wonder Women Award. She served as President of Women of Mattel ERG from 2020-2022 and is currently an Executive Sponsor.
“Krista’s stellar, 15-year journey with Mattel reflects her unwavering commitment and invaluable contributions to the company,” McKnight says. “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.”
“Having the opportunity to develop products and experiences that allow children to see themselves reflected in the world is a tremendous honor,” Berger says. “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.”
