Mattel Reorganized EMEA Consumer Products Into Five Pillars
The company has appointed seven new leaders to manage specific retail and product categories in the EMEA region.
Updated on Sept. 24, 2026 in Business Strategy
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Mattel has transitioned its EMEA Consumer Products business to a category-led leadership structure. This move assigns dedicated leads to five operational pillars to sharpen focus across licensing and retail partnerships.
Why it matters
The realignment aims to deepen specialized category expertise and enhance coordination with commercial and retail partners. By streamlining oversight, the company seeks to improve how its licensed goods interact with broader market demand.
Mattel has established five distinct business pillars under its new EMEA strategy, supported by seven new leadership appointments. This structure consolidates product and retail management to optimize operational oversight.
The players
Mattel
A global toy and entertainment company with a portfolio of intellectual properties focused on consumer products and brand licensing.
Jessica Kelly
The Senior Director of Consumer Products for EMEA who oversees the regional implementation of the new business structure.
The details
The new structure organizes EMEA operations into five pillars: Softlines, Hardlines, Food/HBA/QSR, PEM, and Retail Franchise Activation. Each pillar is now overseen by a dedicated lead, such as André Moreira for Softlines and Natalie Berling-Noé for Hardlines, who will manage category-specific strategy and execution. This approach shifts internal responsibility from a general model to specialized units intended to strengthen relationships with licensing and commercial partners.
Timeline
Mattel announced the new leadership team and structure on September 24, 2026.
Mattel will attend Brand Licensing Europe from October 6 to October 8, 2026.
Market Landscape
The adoption of the category management model by Mattel follows a common industry trend to simplify product oversight in complex international markets. This shift aligns the company's regional strategy with broader efforts by consumer goods firms to coordinate licensing more effectively.
Operators should monitor whether this pivot leads to more centralized decision-making for retail activations or if it grants regional leads greater autonomy. Watch how category-specific licensing performance shifts in EMEA throughout the coming fiscal year.
The takeaway
This reorganization highlights the value of aligning specialized leadership with specific product pillars to drive growth. Evaluate your own organizational structure to determine if your current management setup adequately supports your most critical product or retail categories.
Further reading
For more on evolving corporate structures, visit our Business Strategy section.
Source note: This article includes information reported by Toy World Magazine | The business magazine with a passion for toys.
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