Mattel Unveils New EMEA Consumer Products Leadership Team

Mattel has introduced a new category-led leadership structure for its Consumer Products business across Europe, the Middle East and Africa (EMEA), reorganising its regional leadership team to deepen category expertise, strengthen collaboration with partners and create a more unified approach to growth across the region.

The announcement follows the recent appointment of Jessica Kelly as Senior Director of Consumer Products, EMEA, with the new structure designed to enhance collaboration across licensing, retail and commercial partners while helping identify new opportunities across Mattel’s regional business.

A Category-Led Approach Across EMEA

Under the new organisational model, Mattel’s EMEA Consumer Products business will be structured around five key pillars: Softlines, Hardlines, Food, Health & Beauty and Quick Service Restaurants (QSR), PEM, and Retail Franchise Activation.

The company said the category-focused approach will provide partners with more specialised leadership while maintaining stronger connections to local market dynamics across the region.

New Leadership Appointments

André Moreira has been appointed Director – Softlines after leading the Benelux & Nordics licensed business and the regional Softlines portfolio.

Natalie Berling-Noé has been named Lead – Hardlines, bringing experience across brand marketing, trade, customer marketing and licensing.

Kasia Gruszka-Mierzwa will lead Food, Health & Beauty and Quick Service Restaurants following nearly two decades at Mattel.

Isidora Tassopoulou has been appointed Director – PEM after 25 years across Marketing and Consumer Products leadership roles.

Caroline Daget takes on Lead – Retail Franchise Activation after leading Licensing for Mattel France and earlier partnership roles.

Mara Verze has been appointed Lead – Direct-to-Retail (DTR), bringing international licensing and fashion retail experience.

Eleonora Schiavoni has been named Lead – Apparel after previously leading Mattel’s Consumer Products business across Italy and Iberia.

Strengthening Partner Collaboration

The new leadership structure is designed to give licensees, retailers and commercial partners greater access to specialised category leadership while creating a more consistent approach across EMEA.

Each leader will continue representing Consumer Products within their respective markets, ensuring the business remains aligned with local consumer trends, partner needs and commercial opportunities.

Driving Future Growth Across the Region

Jessica Kelly said combining deeper category expertise with strong local market knowledge will help Mattel collaborate more closely with partners, respond to emerging consumer and cultural opportunities, and create more relevant ways for fans to engage with its brands.

Looking Ahead to BLE

Mattel’s newly structured Consumer Products leadership team will make its debut ahead of Brand Licensing Europe (BLE), where the company will exhibit from October 6–8 at Stand A141.