Highlights | Industry News


4 Jul - 2024

Tags from the story: Mattel, Mattel Franchise Showcase.

On June 26, the Mattel Franchise Showcase took place in Amsterdam to celebrate the arrival of the new licensing team. The successful afternoon focused on the various product options, presentations from the new team and getting to know potential new partners.

Meet the licensing team responsible for the visibility and development of licensed products within the Benelux and Scandinavia for Mattel EMEA. Consider the collaborations with retail giants Primark, Zara, H&M and Kipling that have generated a lot of attention. In the coming years the team will (continue to) focus on:

Maintaining a franchise first approach and establishing partnerships with local partners across regions to develop long-term collaborations involving the entire portfolio of Mattel brands. Actively collaborate with partners to develop products and experiences that celebrate diversity and inclusion to create and maintain a presentable environment for fans of the iconic IPs. Bringing some of the best licensed products available in other regions to the Benelux and Scandinavia.

Ruth Henriquez – Head of Consumer Products, Publications and LBE, Mattel EMEA

Ruth is a veteran of the company. In her current role, Ruth oversees the full portfolio of consumer products, publishing and location-based entertainment for all of Mattel’s IP brands, as well as further integration of the consumer products division into franchise markets and live events.

Ruth has had a successful decade at Mattel EMEA and has expert knowledge of Mattel products, having worked at both a local and regional level for every brand in the Mattel portfolio. She joined Mattel’s finance department in 2011 before moving into marketing, leading marketing teams in both Italy and the Iberia region, where she successfully accelerated the business in both roles. Prior to her most recent role, she was marketing director for Mattel EMEA baby and toddler brands.

Ruth Henriquez says: “We are delighted to welcome our new licensing team to the Benelux and Scandinavia. Their expertise and enthusiasm will be key in taking our brands to new heights. These regions are known for their innovative spirit and cultural richness, which perfectly align with Mattel’s core values ​​of creativity and inclusivity. I’m excited to see the incredible opportunities and collaborations that will emerge that will help us bring the magic of Mattel to even more families.

André Moreira – Head of Consumer Products, Mattel EMEA

André Moreira has been promoted to Head of Consumer Products Benelux and Scandinavia. In his new role, he will expand Mattel’s licensing presence in the region. This follows a successful period in which he led the Consumer Products team in Spain and Portugal.

André joined Mattel in 2019 as Brand Manager in Portugal, where he managed the entire Mattel portfolio in the country. Later, in August 2020, he began leading the vehicle category for Spain and Portugal, developing franchise programs in strategic areas for Hot Wheels, allowing the brand to expand into other categories through licensed products. He also worked closely with retailers in both Spain and Portugal.

In his new role, he will oversee the development of Mattel’s entire portfolio of consumer products in the Benelux and Scandinavian countries.

Commenting on his new role, André Moreira said: “I am very happy and excited to lead the Benelux licensing team and to continue working with such an iconic brand portfolio as Mattel. Barbie, Hot Wheels, Fisher-Price and Monster High are brands that over the years have transcended the toy range and today are true franchise brands: they generate content, live events, TV shows and films Barbie is a clear example: Barbie is a toy, but also fashion, accessories and collectibles for adults. There are partnerships worldwide in sectors as diverse as design, music and tourism. The potential of our brands goes far beyond their category, and at Mattel we are fully aware of that.

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