Dickson to Lead Unified Global Brand Strategy for World's Leading Toy Maker


EL SEGUNDO, Calif., May 19, 2014 -- Mattel, Inc. (NASDAQ: MAT) announced today the creation of a new, unified marketing and creative division to span the company's global portfolio of consumer brands. To lead this new global brand team, Mattel has named Richard Dickson Chief Brands Officer, with oversight for worldwide brand strategy across the company's celebrated portfolio of iconic brands.

Dickson, who brings to Mattel more than two decades of experience leading major consumer brands, will be responsible for growing and strengthening the company's portfolio of beloved 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 will be responsible for driving continued innovation throughout the portfolio.

"Given the growth and diversity of our world-class portfolio of best-selling iconic brands, it's more critical than ever to ensure that we tightly align our marketing and creative strategies across the company and around the world," said Mattel Chairman and CEO Bryan G. Stockton. "With his unique blend of management and strategic marketing experience, his deep passion for Mattel and its brands, and his distinct creative point-of-view, Richard is ideally suited to lead the effort."

A recognized leader in the fashion, retail and toy industries, Dickson brings more than two decades of strategic business vision and creative marketing expertise to the company. Most recently, he served as president and CEO of branded businesses at The Jones Group, Inc., where he is credited with successfully infusing a stronger brand point of view across the company's brand portfolio. Dickson was also responsible for devising and implementing The Jones Group's ambitious expansion strategy, growing the company to include new brands and categories through acquisition and inception. Prior to that, Dickson served as general manager and senior vice president for Barbie at Mattel, overseeing the brand's revitalization and successful expansion into a variety of new categories including entertainment, digital/online and retail.

Previously in his career, Dickson held senior executive positions with a number of major consumer brands, including Bloomingdales, Estée Lauder and Gloss.com, an e-commerce beauty website he helped develop and manage until its acquisition by Estée Lauder in 2000.

"I'm thrilled to be joining Mattel in this newly-created role, particularly at such an exciting time in the company's history," said Dickson. "Mattel's timeless and legendary brands are woven into the fabric of countless lives, and I look forward to finding new ways to ensure our incredible range of engaging products continue to be a memorable element in the lives of children around the world."

Dickson will report directly to Mattel CEO Bryan Stockton and will serve as a member of the company's executive leadership team.

About Mattel

The Mattel family of companies (Nasdaq: MAT) is the worldwide leader in the design, manufacture and marketing of toys and family products. Mattel's portfolio of best-selling brands includes Barbie®, the most popular fashion doll ever produced, Hot Wheels®, Monster High®, American Girl®, Thomas & Friends® and Fisher-Price® brands, including Little People® and Power Wheels®, MEGA® Brands, including MEGA BLOKS® and RoseArt®, as well as a wide array of entertainment-inspired toy lines. In 2013, Mattel was named one of the "World's Most Ethical Companies" by Ethisphere Magazine and in 2014 ranked No. 5 on Corporate Responsibility Magazine's "100 Best Corporate Citizens" list. With worldwide headquarters in El Segundo, Calif., Mattel's companies employ nearly 30,000 people in 40 countries and territories and sell products in more than 150 nations. At Mattel, we are Creating the Future of Play. Visit us at www.mattel.com, www.facebook.com/mattel or www.twitter.com/mattel.



Mattel, Inc.
Dallas Lawrence, 310-252-6397


Source: Mattel, Inc.



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