Catherine Balsam-Schwaber, the Chief Content Officer for Mattel, revealed at Variety’s Cannes Lion studio that the company is looking to embrace more user-generated storytelling with the idea that there will be things the company can learn from them about how they tell their story.

“If our fans and our followers are telling the story on our behalf, it’s very different than the way we would tell,” Balsam-Schwaber explained. “But, it doesn’t mean they are less valuable than the overall story of the brand.”