Fashion is pop culture, which makes the move of Mattel’s well-connected president and “Barbie” movie mastermind Richard Dickson to chief executive officer of beleaguered American retailer Gap Inc. all the more interesting.

Forget the troubles the Gap brand has had getting fashion right. What it needs is to get back in the pop culture game, and Dickson may be just the man for that.

Dickson has worked with everyone from Mr. Brainwash to Snoop Dogg, J.J. Abrams to Tony Hawk, Gucci to Louis Vuitton, on collaborations with Mattel’s various brands, including Barbie, Uno and Hot Wheels, which he helped evolve from a die-cast toy into a lifestyle brand with monster truck tours, custom car shows, sponsored skate parks, and an extreme sports brand with skateboards and bikes and gear.

One imagines he could do something similar with Gap, creating a collaborative platform for artists, designers and entertainers to play with the brand, and create entertaining content around all of it.

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Report: @boothmoore