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  "description": "Hannah Bowler dives into Mattel’s slow, deliberate shift from selling toys to building franchises – and asks its head of licensing and partnerships, Ruth Henriquez, about the decision of betting on fans, fast collabs and decades of nostalgia to make the model stick.",
  "path": "/mattels-ip-play-how-the-toymaker-is-turning-into-an-entertainment-powerhouse/",
  "publishedAt": "2026-03-27T11:39:16.000Z",
  "site": "https://www.thesubthread.com",
  "tags": [
    "The Subthread’s Brandmakers podcast",
    "Subscribe now"
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  "textContent": "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.\n\nRuth 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.\n\n“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.\n\n### This post is for subscribers only\n\nBecome a member to get access to all content\n\nSubscribe now",
  "title": "Mattel’s IP Play: How The Toymaker Is Turning Into an Entertainment Powerhouse",
  "updatedAt": "2026-04-21T11:09:57.491Z"
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