Mattel launches revamped global branding team

The maker of Hot Wheels and Barbie has announced a new streamlined marketing division to span the co's global brands.
Hot Wheels Track Builder Challenge Exhibit

Mattel, the world’s largest toy company, has created a new streamlined marketing and creative division that will span the company’s global portfolio of consumer brands, and former Barbie GM Richard Dickson will be leading the charge as chief brands officer.

Dickson will have oversight for worldwide brand strategy across the company’s portfolio of brands including Barbie, Hot Wheels, Fisher-Price and Thomas & Friends. Dickson will oversee all aspects of marketing strategy, creative execution, product development and content creation across Mattel’s legacy and new brands, and he will be responsible for driving innovation throughout the portfolio.

Dickson brings with him more than two decades of strategic business vision and creative marketing expertise, having most recently served as president and CEO of branded businesses at The Jones Group. Prior to that, Dickson served as GM and SVP for Barbie at Mattel, overseeing the brand’s revitalization and successful expansion into a variety of new categories including entertainment, digital/online and retail.

Dickson’s appointment comes a week after Mattel named Tim Kilpin EVP of its international business.

In Canada, Reidin Goode leads marketing and was named one of strategy’s Marketers of the Year in 2011 for her work on the Barbie line.

Since then, Mattel in Canada has done a number of unique and innovative programs, including a partnership with Walmart to create a shoppable toy wall for Christmas, an interactive Kinect experience for its Monster High line and most recently, a live Hot Wheels interactive exhibit at the AGO.

From Kidscreen