The integration expert: Shahnaz Mawji

Claim to fame

Unlike the creators of Toy Story, Shahnaz Mawji, supervisor, communications strategy, Carat, didn’t use computer animation to bring Barbie and Ken to life, but she managed to get them A-list celeb treatment nonetheless.

When tasked by Mattel to reintroduce Ken by celebrating his 50th birthday last fall, continuing the momentum created back in 2009 when the brand celebrated Barbie’s 50th, Mawji and her team employed a strategy that involved positioning the two iconic toys as real life people.

They accomplished this by continuing the story of Barbie and Ken’s breakup in 2004, chronicling the ways Ken was trying to win her back, all the while leveraging the dolls’ iconic status to establish them in the minds of Canadians as an “it” couple in pop culture.

via Strategy >> The integration expert: Shahnaz Mawji, supervisor, communications strategy, Carat.