Mattel Reorganized EMEA Consumer Products Leadership
The company has transitioned its regional division to a category-led structure featuring seven new leadership appointments.
Updated on Sept. 24, 2026 in Business Strategy
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Mattel has restructured its EMEA Consumer Products business into five distinct pillars to enhance regional operational focus. The company appointed seven new leaders to manage these specific product and retail categories.
Why it matters
This organizational shift is designed to deepen category expertise across the EMEA region. It aims to strengthen collaboration with key licensing, commercial, and retail partners.
The new model organizes operations into five functional pillars: Softlines, Hardlines, Food/HBA/QSR, PEM, and Retail Franchise Activation. Seven leadership roles have been filled to oversee these specialized categories.
The players
Jessica Kelly
She serves as the Senior Director of Consumer Products for the EMEA region at Mattel.
André Moreira
He serves as the Director of Softlines within the newly restructured EMEA team.
Natalie Berling-Noé
She serves as the Lead for the Hardlines pillar.
Kasia Gruszka-Mierzwa
She acts as the Lead of Food, Health & Beauty and Quick Service Restaurants.
Isidora Tassopoulou
She serves as the Director of PEM for the regional business.
The details
The strategy assigns dedicated leads to manage specialized product categories and retail activations throughout Europe, the Middle East, and Africa. Jessica Kelly will oversee the EMEA Consumer Products business under this new management framework.
Timeline
The leadership team and structural changes were announced on September 24, 2026.
Mattel will attend Brand Licensing Europe from October 6 to October 8, 2026.
Market Landscape
Mattel's move reflects a broader industry trend where global toy companies shift toward category-led management to improve retail responsiveness. This structure aligns the firm with competitors seeking to optimize licensing and commercial partnerships in saturated international markets.
Retail partners and licensing clients in the EMEA region may experience more streamlined communication and specialized product support under the new leadership structure. For consumers, this shift aims to facilitate better product availability and more effective retail activations in local markets.
The takeaway
Companies often refine internal hierarchies to improve regional performance and partner alignment. As Mattel integrates these seven leaders, the success of the five-pillar model will likely be measured by its impact on licensing engagement and retail execution.
Further reading
For more on industry structural changes, visit the Business Strategy section.
Source note: This article includes information reported by Toy World Magazine | The business magazine with a passion for toys.
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