SPIELZEUGinternational 01/02-2021 Jan/Feb

Toys international
Interview with …
SPIELZEUGinternational (Si): Last
year was Mattel’s 75 th anniversary and
2020 proved to be quite an unexpected
year, how was it for Mattel?
YK: Our 75 th anniversary year was
quite different than any of us could have
anticipated yet our teams around the
world came together and showed what
it means to be an IP-driven, high-performing
toy company. What also became
clear is the continued priority that parents
place on quality toys, trusted brands
and purposeful play. As a result, for the
third quarter 2020, Mattel performed
ahead of the industry, driven largely by
core brands like Barbie, the #1 global toys
property and our vehicles category, led
by Hot Wheels, which is the #1 global
vehicles property [will offer sourcing]. In
EMEA, a strategically important market
to our global growth, we took steps last
year to build a foundation for success and
as a result in 3Q we grew share at double
the rate of the industry.
Throughout 2020, Mattel also raised
the bar on our commitment to corporate
citizenship, in support of our consumers,
customers, business partners and
the communities in which we live, work
and play. When the Covid-19 crisis began,
we launched the Mattel Playroom, a free
online destination featuring activities
and content from our iconic portfolio of
brands; Play it Forward, an initiative that
leverages our brands to raise awareness
of and give back to important causes; and
#ThankYouHeroes – a line of toys that
celebrates the first responders leading
the fight against Covid-19, to name just
a few examples.
For 75 years, Mattel has had societal
impact and touched the lives of kids and
families in every corner of the world. I am
proud of what the team accomplished in
the midst of some very challenging conditions
last year.
Si: With big theatrical content being
postponed due to Covid-19, does that
change your content and IP strategy?
YK: We have maintained
our focus on
capturing the full value
of our IP through franchise
management. Mattel is nering with some of the best creators
partin
the industry and leveraging the power
of our brands in film, television and digital
games to connect with consumers
around the world. Mattel Films currently
has 10 film projects in development. The
most recent announcement was a movie
based on “Thomas & Friends”, which
will be co-produced and directed by
Mark Forster, the acclaimed filmmaker
and director of “James Bond – Quantum
of Solace,” among others. Mattel Television
is producing and developing highquality
episodic content based on our
global, iconic franchises. This year, we
have compelling, new content launching
tied to Barbie and “Thomas & Friends”,
and will premiere our two “Masters of
the Universe” television series as part
of a broader reboot of that classic franchise.
We are also developing a slate of
unscripted television programming including
“The Uno Game Show.”
Additionally, we are advancing our
digital gaming strategy. We recently
launched “Hot Wheels Unlimited”, available
globally on iOS and Android, and
“Hot Wheels Open World”, available on
“Roblox”, with several other digital game
scheduled to launch this year.
Si: What is the future and importance
for toys?
YK: At Mattel, our mission is to create
innovative products and experiences that
inspire, entertain and develop children
through play. Coming out of 2020, I am
more confident than ever in the role and
importance of toys to children and their
families everywhere.
Of note, last year we partnered with
neuroscientists from Cardiff University
on a new study which, for the first time,
uses neuroimaging to explore the effects
of doll play. We have always known there
Ynon
Kreiz (YK),
CEO MATTEL
are many benefits of play and now
there is scientific evidence that supports
it. One of the key findings is that doll
play activates brain regions that allow
children to develop social processing like
empathy. This is another great example of
how we are empowering the next generation
to explore the wonder of childhood
and reach their full potential. This focus
and purpose will continue to guide all
that we do.
Si: What can you tell us about what to
expect for 2021 from Mattel?
YK: Mattel is the owner of one of the
strongest catalogs of children’s and family
entertainment franchises in the world.
Our brands have demonstrated their
resilience, cultural relevance and multigenerational
appeal and that will only
continue in 2021. We are seeing amazing
toys and play systems coming out of each
of our categories across Dolls, Vehicle,
ITPS, Games, Action Figures, Building
Sets and Plush.
For example, we start the year celebrating
“Uno’s” 50th anniversary. The
#1 game in the world, “Uno” has brought
people together as a beloved family pastime
for five decades while evolving into
a cultural phenomenon.
Globally, we are executing strongly in
driving demand across all regions leveraging
our insight and analytics capabilities,
in close collaboration with our retail
partners, and are seeing the results in our
commercial performance.
Last year was an incredible journey for
all of us and I believe Mattel has come
through the challenges a much stronger
company. Looking ahead, we are well on
our way to becoming the IP-driven, high
performing toy company we set out to be.
The future is bright, for our industry and
especially for Mattel.
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SPIELZEUG international · 01 - 02/2021 Januar / Februar