Mattel Launches Global Franchise Management Group To Extend Mattel Brands To Consumer Products, Content Distribution, Digital Gaming

EL SEGUNDO, Calif., Aug. 30, 2018 /PRNewswire/ -- Mattel, Inc. (NASDAQ: MAT) today announced the creation of its Global Franchise Management Group, a new division that will bring together several key functions to extend the company's brands to new commercial opportunities. Janet Hsu, a veteran children's entertainment executive, will join Mattel in the newly-created role of Chief Franchise Management Officer.

Reporting to Richard Dickson, Mattel's President and Chief Operating Officer, Ms. Hsu will oversee Global Franchise Management for Mattel, with responsibility for developing and implementing franchise strategy across the company's portfolio of iconic brands. Ms. Hsu will work to extend the company's brands to new commercial opportunities in key areas including content development and distribution, consumer products, digital gaming, live events and strategic partnerships.

"As we continue to transform Mattel into a high-performing toy company, we are taking big steps to further strengthen our executive leadership team," said Mr. Dickson. Janet's proven track record and expertise in expanding established global brands make her ideally suited to help Mattel extend its iconic properties in new and relevant ways that continue to move with our consumer. I am confident that Janet is the right leader to help ensure we are maximizing the value of our brands."

A veteran brand management executive, Ms. Hsu brings a wealth of leadership experience to her role with Mattel, in key areas including content development and distribution, digital media, marketing, sales and licensing for many of the world's best-known consumer lifestyle brands. Currently, Ms. Hsu serves as CEO of Saban Brands LLC. During her tenure with Saban Brands, Ms. Hsu oversaw the development and growth of the company's vast library of children's IP, including the iconic Power Rangers franchise. Prior to that, Ms. Hsu served as President and Chief Operating Officer of Sanrio Inc., a leading girls' lifestyle brand famous for its beloved Hello Kitty franchise, among many others.

Ms. Hsu said: "I am incredibly excited to join Mattel at such a pivotal point in the company's timeline. I believe now is the optimal time to massively expand the reach and influence of Mattel's unparalleled collection of brands and IP, while extending their emotional connections with consumers. As content consumption, consumer behavior and brand viability continue to evolve at a rapid pace, now is an exciting time to create a new content-to-commerce strategy for Mattel. I look forward to working with Richard and the entire Mattel team to unlock the value of this company's powerful brands and IP."

About Mattel
Mattel is a leading global children's entertainment company that specializes in design and production of quality toys and consumer products. We create innovative products and experiences that inspire, entertain and develop children through play. We engage consumers through our portfolio of iconic franchises, including Barbie®, Hot Wheels®, American Girl®, Fisher-Price® and Thomas & Friends®, as well as other popular brands that we own or license in partnership with global entertainment companies. Our offerings include film and television content, gaming, music and live events. We operate in 40 locations and sell products in more than 150 countries in collaboration with the world's leading retail and technology companies. Since its founding in 1945, Mattel is proud to be a trusted partner in exploring the wonder of childhood and empowering kids to reach their full potential. Visit us online at www.mattel.com.

MAT-CORP

SOURCE Mattel, Inc.

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