--- title: Alum at the Center of a ‘Barbie’ World date: 2023-07-19T05:30:00-04:00 author: University of Maryland canonical_url: "https://today.umd.edu/alum-at-the-center-of-a-barbie-world" section: Articles --- # Alum at the Center of a ‘Barbie’ World *July 19, 2023* — by [Karen Shih ’09](/author/karen-shih) > On Eve of Movie’s Opening, 5 Fantastic Facts About the Grad in Charge at Mattel *Barbie Collabs Hero 1920x1080 — Friday’s opening of the movie “Barbie” has inspired a marketing juggernaut by doll producer Mattel (led by Richard Dickson ’90) and other corporate partners, including, clockwise from top left, a branded Xbox; a Barbie that looks like the movie’s star, Margot Robbie; a Gap dog hoodie; hot pink Aldo pumps; a Mattel pool float; and sparkly Pinkberry fro-yo.* She might be just under a foot tall (in heels!), but Barbie looms large this summer. Her spotless, plastic, bright-pink aesthetic is inescapable as “Barbie” movie promotions have gone viral. Want to [float on the classic cursive “B”](https://www.funboy.com/collections/barbie-pool-floats) in the pool? You got it. Live out childhood fantasies in a Malibu DreamHouse? [Ken (and Airbnb) are ready to host you](https://news.airbnb.com/barbies-malibu-dreamhouse-is-back-on-airbnb-but-this-time-kens-hosting/). Eat like Barbie—if she could? Treat yourself to a [sparkly fro-yo concoction](https://parade.com/food/barbie-frozen-yogurt-brings-the-sparkle-to-pinkberry). And that’s all before the film comes out this Friday. Just a decade ago, the iconic doll seemed to be on her last, tip-toed legs. But thanks to University of Maryland alumnus Richard Dickson ’90, who became toy giant Mattel’s president and chief operating officer in 2014, the brand has seen a resurgence that has vaulted her out from behind clear cellophane into every aspect of pop culture. *Dickson headshot — Dickson* *seven diverse Barbie dolls, including one in a wheelchair and one with a prosthetic leg — Photo courtesy of Mattel* **Dickson revamped Barbie:** In 2014, she had “lost her way with consumers, largely because she no longer reflected the world that girls were seeing every day,” he told [Smith Magazine](https://drive.google.com/file/d/1zM1Bk0e0z2CzneKHNVFuQXzy2Q8aXhTO/view), and was steadily losing sales. He led a complete makeover of the Barbie lineup, “from skin tone to eye color, hair color and texture, and even the iconic silhouette.” Today’s dolls, offered in original, petite, tall and curvy, represent every facet of society, such as ones that use wheelchairs, have natural-textured Black hair, or honor inspiring women like scientist Jane Goodall or tennis star Naomi Osaka. --- *scene from "St. Elmo's Fire" on UMD campus — Photo courtesy of Columbia Pictures* **Dickson was inspired to come to UMD by the 1985 movie “St. Elmo’s Fire,”** which was filmed on Fraternity Row and starred Rob Lowe and Demi Moore. “I wanted the ultimate collegiate experience: Great academics. Great athletics. A diversity of ideas and people. A strong feeling of community,” the New York City native said. “I wanted it all, and I got it at Maryland.” --- *actors on "Barbie" set surround Greta Gerwig — Photo by JAAP BUITENDIJK/WARNER BROS* **He’s been hands-on with the “Barbie” movie:** Dickson flew to the London set to discuss removing a scene he felt was off-brand. But once Robbie and director Greta Gerwig performed it for him, he saw the nuance and changed his mind, according to a [Time cover story](https://time.com/6289864/barbie-time-cover-story/). --- *Black and white garage from 1945 — Photo courtesy of Mattel* **He’s inspired by Mattel’s humble beginnings**: His office at company headquarters in El Segundo, Calif., features an enormous wallscape of the garage where it was founded in 1945. “I make sure that everybody connects to what that garage represented: the entrepreneurial spirit, that ability to take risks, that ability to look at culture around you and bring insights into action,” Dickson said to students, including fellow Terp innovators, [at UMD in 2019](https://www.rhsmith.umd.edu/news/how-do-toys-stay-relevant-richard-dickson-90-explains-mattels-philosophy). --- *Barbie's dream house — Photo courtesy of Airbnb* **He wants to build a Barbie world:** From apparel to sporting goods and home accessories, Dickson envisions the doll stepping beyond the playroom and into every aspect of people’s lives. While the toy remains a kid favorite, the movie, which is rated PG-13, appeals to “teen, young adults, moms, glam-mas,” he told [Yahoo Finance](https://finance.yahoo.com/video/barbie-movie-catalyst-future-monetization-214726852.html), reinvigorating a nostalgia that he believes will translate into a new “Barbie ecosystem.” **Topics:** [People](https://today.umd.edu/tags/people) **Tags:** [Alumni](https://today.umd.edu/topic/alumni), [Marketing](https://today.umd.edu/topic/marketing) **Units:** [Robert H. Smith School of Business](https://today.umd.edu/topic/robert-h-smith-school-business)