Mattel has promoted Krista Berger to replace Lisa McKnight as SVP of Barbie and head of dolls. McKnight was upped to EVP and chief brand officer eight months ago. 

Berger now oversees global product development and brand marketing for all of Mattel’s doll franchises, including Barbie, Monster High and Polly Pocket. She reports to McKnight in her new role and is based in LA. 

Berger has been working at Mattel since 2008, starting out as an associate brand manager for Little Mommy & Polly Pocket and most recently serving as VP of American Girl. In between, she has held positions including senior global brand manager for the Disney Princess toy line (2012 to 2013); marketing director for Mega Brands (2014 to 2017), which was acquired by Mattel in 2014 for US$460 million; and VP of Barbie global marketing and brand partnerships (2019 to 2023). 

Under Berger’s leadership, the Barbie brand had its biggest fiscal year ever in 2021, when it generated US$903.5 million in gross billings. And last year, she spearheaded the product and marketing strategy for the Barbie movie toy line and licensing program. 

Berger’s promotion comes in the wake of Mattel’s Q4 and full-year earnings report earlier this month, when the company announced that its American Girl business would cease to operate as a separate segment. The brand’s global net sales have declined for two consecutive years, sliding by 17% in 2022 to US$109.7 million and then dropping an additional 6% in 2023 to US$103.5 million.