From left, Clementa Stan, career and employer relations advisor at the Odette School of Business, and MBA students Andrea Rivait, Hagen Nelson, Meghan Rae and Fatima Rizvi pose during a visit to Mattel Canada's headquarters in Mississauga. The students earned the visit after winning a Barbie case competition. (SUBMITTED BY CLEMENTA STAN/University of Windsor)
By Victor Romao
Winning a Barbie case competition earned four Odette School of Business MBA students a behind-the-scenes look at one of the world's most recognizable brands.
Andrea Rivait, Hagen Nelson, Meghan Rae and Fatima Rizvi, members of the MBA Class of 2026, recently visited Mattel Canada's headquarters in Mississauga after taking top honours in a competition that challenged students to develop strategic and marketing recommendations for Barbie.
The competition was based on a case written by marketing professor Karen Robson and judged by members of Mattel Canada's leadership team, including the company's general manager, Tara George.
Students were asked to identify future innovations the Barbie brand should prioritize and to envision how consumers should perceive the brand 10 years from now.
Their winning proposal focused on initiatives aligned with Barbie's priorities of representation, empowerment and sustainability.
The team recommended a partnership with the F1 Academy to create a Women in Motorsports product line, highlighting the opportunity to connect with Formula One's global audience of approximately 750 million fans. The proposal was developed solely for educational purposes and did not involve consultation with Formula 1.
They also proposed a Barbie and Mattel Brick Shop collaboration featuring buildable dollhouses and architecture-themed playsets designed to encourage creativity and shared play.
Their winning presentation earned each team member a collector doll and an invitation to tour Mattel's Canadian operations.
Rivait said the competition offered a unique opportunity to apply classroom learning to a globally recognized brand.
"When I heard about the Barbie case competition through the Odette MBA program, I knew it was an opportunity I couldn't pass up," she said. "From an MBA perspective, it was exciting to have the opportunity to take a brand I grew up with and apply strategic thinking, consumer insights and marketing concepts to a real business challenge."
The visit gave students an inside look at Mattel's operations, from creatively themed offices and meeting spaces to the warehouse that distributes products across Canada.
They also had an opportunity to connect with company leaders, learn about career paths within a global organization, and tour the company alongside Clementa Stan, career and employer relations advisor at the Odette School of Business, and marketing professor Dave Bussiere.
“We were thrilled to welcome the winners of last year’s Barbie case competition, Andrea, Hagen, Meghan and Fatima, along with Clementa and Dr. Bussiere to Mattel Canada for an engaging and thought-provoking discussion,” said George.
“During last year’s case competition, the students exceeded our expectations with presentations and recommendations that were not only insightful but closely aligned with strategies Mattel has implemented in the real world—a testament to the depth of their analysis and preparation.”
"Visiting Mattel Canada was an unforgettable experience," said Rae. "We had the opportunity to tour every part of the business, from the creatively themed offices and boardrooms to the warehouse where products are prepared for distribution. It was interesting to see the entire product journey, from concept and development all the way to reaching store shelves."
“Throughout the visit, they asked thoughtful, challenging questions that sparked meaningful conversations across our team. It was a fantastic opportunity to exchange ideas, and everyone at Mattel thoroughly enjoyed the discussion and the fresh perspectives the students brought to the table,” said Shalin Shah, director of Omnichannel Retail Marketing.
For Rizvi, the experience highlighted the value of teamwork and collaboration, lessons reinforced during the competition itself.
"Working on the Barbie business case really showcased the importance of collaborating and brainstorming to develop marketing strategies," she said. "We were able to refine our idea and really narrow it down to make an in-depth recommendation. It showed that you cannot make great ideas in isolation."
The students were particularly impressed by the culture they encountered at Mattel and the openness of the leadership team during discussions about innovation, decision-making and the toy industry.
"It didn't feel like a typical corporate workplace," Rizvi said. "It was colourful and fun, and you could feel that it really was a toy company headquarters."
The opportunity was made possible through a relationship between the Odette School of Business and Mattel Canada developed by Clementa Stan, career and employer relations advisor at Odette.
For the students, the competition and subsequent visit demonstrated how the strategic, analytical and collaborative skills developed through the MBA program can translate into real-world opportunities.
Seeing how a global brand combines creativity, consumer insights and business strategy offered valuable perspective as they prepare for their future careers.