In a Wednesday interview with CNBC's Jim Cramer, Mattel CEO Ynon Kreiz detailed the company's growth strategy, saying its aim is to engage consumers through culture.
"We're very much about embracing culture, creating cultural moments, cultural touch points and make sure that we take brands that are timeless and make them timely," Kreiz said.
"We look to continue to create these moments, these special connections with people who buy our product."
Mattel has seen a lot of attention after the huge box office success of "Barbie," its collaboration with Warner Bros.
Kreiz said another example of the company's effort to keep its brands relevant is through products like Super Bowl-themed toys, which include Barbie dolls.
Persons:
CNBC's Jim Cramer, Ynon Kreiz, Kreiz, Mattel, Barbie, Barney
Organizations:
Mattel, LSEG, Warner Bros . Discovery