About Josh Goldstine
Because there was little about Goldstine's marketing for Barbie that didn't turn the traditional movie-marketing playbook on its head?or simply throw it out the window. And because he and his Studio team pulled off what has been called the "marketing story of the year."
Barbie's marketing plan both leaned into and challenged limiting preconceptions about what the film was and who it was for. Goldstine and his team disrupted convention by speaking directly not only to the brand's fans but, equally, its detractors. "Part of our job was to defy expectations and use cultural curiosity about what thi... Read More

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