Mattel Promotes Steve Totzke to Chief Commercial Officer
August 16, 2018
– Longtime Mattel leader Steve Totzke to oversee unified global commercial organization
– Latest step in Mattel’s ongoing strategy to realign teams and resources towards key, high-growth, areas

EL SEGUNDO, Calif., Aug. 16, 2018 /PRNewswire/ — Mattel, Inc. (NASDAQ: MAT) today announced the promotion of Steve Totzke to the role of Chief Commercial Officer, with oversight of a new, unified global commercial organization for Mattel, effective immediately. Mr. Totzke will report to Ynon Kreiz, Mattel’s Chairman and Chief Executive Officer.

“Over the past several months, we have been executing our strategy to restore Mattel to its position as a high-performing toy company,” said Ynon Kreiz, Chairman and CEO of Mattel. “Maximizing our commercial capabilities around the world is central to this strategy. With the alignment of all global commercial operations under Steve, we have the leadership structure required to succeed.”

As Chief Commercial Officer, Mr. Totzke will directly manage a unified global commercial organization for Mattel, working closely with Mr. Kreiz as well as Richard Dickson, Mattel’s President and Chief Operating Officer. Partnering with regional leaders in markets around the world, Mr. Totzke will be responsible for driving continued commercial excellence for Mattel, maximizing retail partnerships and expanding the company’s e-commerce capabilities.

Mr. Totzke has held a wide variety of leadership roles with Mattel over the course of nearly 20 years, in areas including sales, marketing and business operations. Most recently, he served as Executive Vice President and Chief Commercial Officer, North America, with responsibility for commercial execution, sales and merchandising strategy in the North American market. Previously, Mr. Totzke held a number of leadership roles with Mattel, including Senior Vice President, Sales, VP and General Manager of Mattel’s operations in Australia and New Zealand. In addition, Mr. Totzke served as a Vice President with Spin Master Corporation from 2000 to 2002; prior to that he held sales and marketing roles with Mattel from 1996 to January 2000.

Mr. Kreiz added: “Steve is an exceptional, world-class leader, and along with the entire leadership team, I am confident he will play an instrumental role in executing our transformation strategy.”

“I am excited by Mattel’s direction under Ynon’s leadership, and by the clear momentum the company is exhibiting, particularly in our key power brands like Barbie® and Hot Wheels®,” said Mr. Totzke. “I am looking forward to working closely with Ynon and the team to further strengthen Mattel’s global commercial excellence.”

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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