Exclusive Event

Marketing Evenings TO: Mattel’s Playbook for Multi-Generational Marketing

Shalin Shah shared how Mattel connects with audiences of all ages, blending nostalgia, innovation, and storytelling to keep brands like Barbie and Hot Wheels at the heart of play.

BrainStation Toronto
Event Recap
Oct 30, 2025

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Shalin Shah

Head of Marketing & Digital

Shalin Shah

Head of Marketing & Digital

Shalin Shah shared how Mattel reinvented its playbook by engaging multi-generational audiences with inclusive campaigns, embracing digital transformation, experimenting with AI, and using storytelling to inspire play, nostalgia, and connection worldwide.

In today’s fast-moving market, legacy brands must evolve or risk fading. Drawing on experience across food, retail, and toys, Shalin will show how timeless principles drive brands that inspire play, nostalgia, and connection worldwide.

Shalin Shah

Head of Marketing & Digital

Shalin Shah is Head of Marketing & Digital at Mattel Canada, where he leads brand strategy and digital engagement across iconic portfolios. With deep experience in marketing, partnerships, and consumer engagement, he focuses on building meaningful connections between brands and audiences through creativity and innovation.

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Lenny Laurier

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