Mattel Launches Global Franchise Management Group To Extend Mattel Brands To Consumer Products, Content Distribution, Digital Gaming
August 30, 2018

– Janet Hsu will oversee a newly-created Global Franchise Management organization, complementing Mattel’s toy business, to extend the company’s brands to new commercial opportunities
– New division to unify several key functions, including business development, consumer products, content, digital gaming and live events
– Ms. Hsu brings to Mattel extensive leadership experience with global consumer lifestyle brands including Saban Brands and Sanrio Inc.

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.

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


Daniel Pickett
Daniel “Julius Marx” Pickett has been around toys his whole life. The first line he ever collected was Mego’s World’s Greatest Super Heroes line back in the 70s. He has been surrounded by collectables ever since. In 1999 he was confounded by a lack of information and news about some of his favorite toy lines he was collecting. Since he couldn’t find the information he decided to pursue it himself thinking other people might also be interested in the same news. He started writing a weekly column on the toy industry and action figure for a toy news site and in a years time he tripled the sites daily traffic with his updates, reviews and product features. He built relationships with every major toy manufacturer and many sculptors, painters and mold makers. He grew his hobby into a world wide expertise that the industry has embraced. In 2004 he teamed up with his toy buddy Jason “ToyOtter” Geyer and they created their own website Daniel has been quoted in both industry and mass media press outlets. Over the years Daniel and AFi have been sought out as experts in the field. Daniel was regularly featured on “Attack of the Show” on the G4 network as the primary contributor to their “Mint On Card” segment, and our front page has been linked to from USA Today’s “Pop Candy” Blog twice. Daniel’s content has also been featured on,, The Wall Street Journal, The Saturday Evening Post,,,, Boing-Boing,, Ain’t It Cool News, the Official Star Wars blog, Geekologie, G4, CNet and Toy Fare magazine, among many others. He has consulted on toy lines, books, documentaries and TV shows. But all of that really just sounds snooty and “tootin’ his own horn” – the long and short of it is that Daniel loves toys and he LOVES talking about them.
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