Zwiers gained wide experience managing brands at Procter & Gamble before becoming the senior vice president of worldwide marketing at Mattel for Barbie. She then founded the brand-building firm Funosophy before becoming executive vice president and CMO at Spin Master. Zwiers currently spends her time as an executive coach and mentor.
In this week’s show, host Phil Albritton chats with Zwiers about everything from Barbie to Hatchimals to PAW Patrol. The duo discusses the differences in toy marketing vs. marketing for wider consumer packaged goods products. Zwiers explains how she discovers the essence of a brand and how that informs her decision on how to market the product.
Adventure Media and Events (AM&E) is the publisher of the Toy Book, the Toy Insider, and the Pop Insider. Composed of an editorial team with more than 75 years of combined experience in the toy and entertainment industries, AM&E publications provide consumers, press, and trade audiences with the latest news and updates on all things play and pop culture.