Ruth has been at Mattel for a decade and has extensive knowledge of the company’s brand portfolio.

Mattel has announced the appointment of marketing veteran Ruth Henriquez as head of Consumer Products for the EMEA region. In ther new role, Ruth will oversee the entire consumer products portfolio across all Mattel IP brands, as well as further integration of the CP division into franchise marketing.

Ruth has enjoyed a successful decade at Mattel EMEA and possesses expert knowledge of its products, having worked on every brand in the Mattel portfolio both at local and regional level. She joined the Mattel finance department in 2011 before moving into marketing and heading up marketing teams in both Italy and the Iberia region where she successfully accelerated the business in both her appointments. In her most recent role, for which she relocated to the UK, she was marketing director for EMEA Infant and Pre-School brands including Fisher-Price, Thomas & Friends and Fireman Sam.

Roz Nowicki, head of Global Consumer Products and Franchise Marketing, said: “We are delighted to appoint Ruth to this role, with her wealth of experience in the European market. Together with her team, she will focus on accelerating growth and amplifying the value of the Mattel brands through an engaging Consumer Products programmes.”

In the last financial reporting, Mattel EMEA was the fastest growing region for the corporation. For the quarter, Gross Billings increased 18% with POS up Mid-Single Digits.  And for the full year, Gross Billings gained 20% with POS up Low Double Digits. On NPD rankings, Mattel EMEA was the fastest growing manufacturer among the Top 5 for 2021 in E7 and Mattel EMEA became an even stronger No.2 in Europe (E7).