Mattel’s IP Play: How The Toymaker Is Turning Into an Entertainment Powerhouse

For 80 years, Mattel has been thought of as a toymaker. But under the helm of chief executive officer Ynon Kreiz, the company is in the midst of restructuring itself into an IP-led entertainment company.

Ruth Henriquez, head of licensing and partnerships at Mattel, admits there is still a way to go on that transformation, but after three years Ynon’s strategy is becoming a reality.

“There is still a lot that we need to do. There is a lot of effort and a lot of investment to make sure that we move from being perceived as a toy company to being perceived as an entertainment company,” Ruth says on The Subthread’s Brandmakers podcast.

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