Exclusive: Mattel Licensing prepares for biggest year ever

Published on: 12th September 2022

To introduce this month’s Mattel feature, Jon Spalding talks Toy World through his first six months at the company.

“As I write, this week marks six months since I joined Mattel, and what an incredibly exciting six months it’s been,” writes Jon Spalding head of consumer products UK, EMEA and HL. “First, we had the announcement of the return of Monster High with a live action movie and TV series. Then came the news that Mattel was heading even further into the movie business with a jaw-dropping 15 live action movies to come, partnering with world class film studios from Warner Brothers to Netflix.”

Next summer 2023 will see the release of the first ever live action Barbie movie, starring Margot Robbie and Ryan Gosling and Jon believes the Barbie movie will be the pop-culture moment of 2023. Shortly after the release of Barbie there will be a Hot Wheels live action movie produced by JJ Abrams, followed by Masters of the Universe, Polly Pocket and a Matchbox movie produced by the studio that has just released Top Gun: Maverick.

“During my first six months with the company, I’ve learned about Mattel’s transformation to a franchise-first business: its significant investment into consumer products, retail, toys, publishing, live events, marketing, gaming, style guides, digital and TV content – such as the new Thomas & Friends: All Engines Go and Fireman Sam content. The list goes on” Jon adds.

He goes on to explain how this transformation means Mattel is entering into unchartered territory. The company is in growth mode and has big ambitions for the coming years, which makes it a very exciting place to work.

Toy World has teamed up with Mattel to produce this extensive feature highlighting the company’s key brands and latest news.

“As we move into 2023 and prepare for Mattel’s biggest year to-date, the team and I are delighted to give you a taste of things to come,” Jon says. “Please enjoy – and do come to say hello at BLE.”

To access the feature, which appeared in the September edition of Toy World, click here


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