Toy manufacturer tackles global growth

LAS VEGAS — Mattel Brands and Fisher-Price is looking to remain a key player in the global market. To that end, the company is restructuring its licensing approach and prioritizing its portfolio of brands to create partnerships that foster global growth.

The Mattel Brands consumer products group has identified global business category leaders and a global creative team to further support growth, ensure product quality and create a meaningful differentiation for partners and consumers.

“We are creating an organization that can think globally and act locally, allowing us to improve our speed to market and identify global trends,” said Jessi Dunne, GM and SVP global consumer products, Mattel Brands and Fisher-Price. “We have strong brands that deliver on both consumers’ expectations and a desired emotional connection — by continuing to refresh and reinterpret these brands we are able to build compelling programs outside of the toy box.”

The company is currently showcasing partnerships for its key properties, including Barbie, Monster High, Hot Wheels and Fisher-Price at the Las Vegas Licensing Show.

Barbie and American Greetings have teamed up to offer consumers a line of ornaments this holiday season featuring a commemorative 25th anniversary Holiday Barbie ornament. Elan Polo International is launching Monster High footwear this back-to-school season. Fisher-Price nursery furniture from Bivona & Company features a convertible crib that ‘grows’ with baby from a crib to toddler bed, daybed to full-size bed. Personality Packs by Sakar give users the ability to install Barbie, Monster High and Hot Wheels branded apps, content, wallpaper, widgets and more directly on to the Camelio tablet by Vivitar and comes with a branded case.