New division will combine business development, consumer products, content, digital gaming and live events.

Janet Hsu, the chief executive of former Power Rangers owner Saban Brands, will oversee a newly-created Global Franchise Management organization, in the newly-created role of chief franchise management officer. The division will complement Mattel’s toy business, bringing together several key functions 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.

Janet has extensive leadership experience with global consumer lifestyle brands including Saban Brands and Sanrio Inc. and will report to Richard Dickson, Mattel’s president and chief operating officer.

“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 Richard. “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.”

Janet commented: “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 behaviour 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.”