Building products people love

From Passion to Phenomenon: How Mattel and Chess.com Build Products People Adore

The Web Summit Vancouver 2026 panel, “Building products people love,” featured Mr. Danny Rensch of Chess.com and Ms. Jess Kirkman of Mattel. Mr. Rensch emphasized listening to the community, learning from mistakes, and having a deep passion for solving a problem. This intrinsic drive is crucial for a product’s sustained success.

Ms. Kirkman highlighted creating products that spark conversations and build on fan feedback, extending beyond the physical object. Both speakers manage established brands like Barbie, Hot Wheels, and Chess, evolving legacies while respecting core identity.

Mr. Rensch detailed Chess.com’s strategy: serving the existing community and protecting the game’s integrity. Positive reinforcement, like highlighting “best moves,” motivates players more effectively than focusing on errors, helping overcome stigmas.

Ms. Kirkman shared Mattel’s “Knot Wheels” collaboration, a deliberately flawed Hot Wheels car that quickly sold out. This demonstrated that playful subversion and unexpected offerings can generate significant community engagement and enhance a brand’s appeal.

Community engagement is paramount, Ms. Kirkman stated, advocating for spaces where fans connect over shared passions. She emphasized the authenticity of fan-driven stories and interactions, noting that genuine human connection remains invaluable in an AI-dominated landscape.

Mr. Rensch discussed balancing the needs of long-time chess enthusiasts with new players drawn by cultural events like “The Queen’s Gambit.” Chess.com segments its audience by a “life cycle,” tailoring content to each stage for accessibility and enjoyment.

Cultural moments, such as the “Barbie” movie, significantly boost brand visibility. Ms. Kirkman noted the movie’s success came from twisting Barbie’s perception and allowing the brand to relinquish strict control, fostering an organic cultural movement.

Mr. Rensch reiterated that chess belongs to humanity, not any single entity. These cultural surges remind Chess.com of their stewardship. Their mission is to make more people “chess aware” and integrate the game into diverse areas, believing chess contributes positively to global intelligence.

Regarding longevity, Mr. Rensch observed that chess players exhibit a remarkably long lifetime value, often returning to the game over decades. Chess.com focuses on maintaining accessibility and supporting the professional ecosystem, leveraging the game’s unique physical-digital bridge.

Ms. Kirkman confirmed Mattel’s investment in gaming and digital platforms to meet consumers where they are. Both companies aim to cultivate cross-generational love for their products, encouraging parents to share beloved brands with their children, ensuring continued relevance and positive shared experiences.