Mattel welcomes Rosalind Nowicki as new head of global CP

Published on: 25th November 2020

Rosalind joined the Mattel team this month, after serving as an EVP at Peanuts Worldwide.

Rosalind Nowicki

Mattel has appointed Rosalind “Roz” Nowicki as head of global consumer products and franchise marketing. She started in the role on 16th November, and is charged with leveraging new growth opportunities for the company’s brands.

Roz now reports to president and COO Richard Dickson, having joined the Mattel team from Peanuts Worldwide, where she served as an EVP with responsibility for licensing, promotions, partnerships, location-based entertainment, marketing, brand development, PR, legal, finance and operations.

She has previously worked at 20th Century Fox (EVP of global licensing sales and retail), 4Kids Entertainment (EVP), Universal Studios (VP of soft-lines licensing) and The Walt Disney Company (manager of film and television licensing), working with brands such as Teenage Mutant Ninja Turtles, Yu-Gi-Oh! and Ice Age.

Mattel’s consumer products activity has gone from strength to strength this year, signing a new partnership with Sanrio earlier this month for a fashion range inspired by Barbie and Hello Kitty. The programme includes apparel, accessories and footwear, and is set to roll out across EMEA early next year, with additional items launching throughout 2021.

Mattel’s dolls segment has been its biggest winner this year so far, driving significant growth in Q3 2020, with gross category sales up 22% to US$690.5m. The increase followed several difficult months affected by disruptions to Mattel’s global manufacturing and distribution capacity that were related to the Covid-19 pandemic. The company anticipates continued growth for Barbie next year, particularly in EMEA.


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