All the news and new projects of Mattel’s brand portfolio with a special focus on content and storytelling
The Licensing Conference 2022, the annual appointment to present all the news and projects related to Mattel brands, took place on November 10th 2021 in digital format.
After the introduction by Eleonora Schiavoni, Managing Director of Victoria Licensing & Marketing, who highlighted the importance of Mattel’s integrated teamwork, underlining the sharing of leadership values, Claudia Lucarella, Head of Mattel Publishing, took the floor, followed by Jacopo Scandella, Sales Director of Mattel Italy, who addressed the licensing audience for the first time and gave an overview of Mattel’s long-term commercial strategies. Then Andrea Ziella, Head of Marketing & Digital of Mattel Italy, illustrated the cornerstones that guide Mattel’s objectives: leadership, sustainability, attention to the Customer/Licensee, providing also a market update through NPD data. The companies present were also able to have a complete overview of the Digital strategy on which the company will focus next year with the involvement of the CP division thanks to the presentation of Giorgia Pascucci Associate Manager Digital Marketing.
