Mattel promotes Sanjay Luthra to executive VP and MD for EMEA

Published on: 20th May 2022

Sanjay says the opportunity in Europe is huge and he looks forward to continuing to lead the Mattel EMEA team in expanding the business.

Mattel has promoted company veteran of 20 years, Sanjay Luthra, to executive vice president and managing director in the EMEA region. The promotion was announced by Mattel president and chief commercial officer Steve Totzke, to whom Sanjay reports.

“Sanjay is an exceptional, entrepreneurial leader who has completely transformed and modernised our operations in the EMEA region,” said Steve Totzke. “During his tenure, the EMEA business has become our fastest-growing international region, expanding market growth, strengthening relationships with Mattel’s key retail partners and creating demand in an increasingly complex environment. I look forward to Sanjay’s steadfast leadership as we continue in growth mode, operating as an IP-driven, high-performing toy company.”

Previously senior vice president and managing director for five years, Sanjay championed a European transformation plan focused on key retail customers, consumer-centric marketing and digital strategy, helping reshape Mattel EMEA as an organisation and restoring the company as a global market leader. Outside the US, EMEA was Mattel’s fastest-growing region in 2021, and in Mattel’s latest earnings report for Q1 2022, EMEA was the fastest-growing region with a 29% increase driven by growth across all markets.

Sanjay’s experience in the toy sector spans two decades and several countries. He started working for Mattel in 2003 in his native India, before heading to Eastern Europe and Canada, and his current role brought him to the UK.

“I am honoured and humbled to be part of this iconic company’s transformation in Europe, working hand in hand with our retail partners and a great team of diverse people to help deliver on Mattel’s purpose to empower the next generation to explore the wonder of childhood and reach their full potential,” commented Sanjay. “The opportunity in Europe is a huge one and I look forward to continuing to lead the Mattel EMEA team in expanding the business.”

In 2019, Sanjay was elected as chairman of the Toy Industries of Europe board, in recognition of his vast experience and leadership within the industry. He has been at the forefront of adapting the toy industry to meet the challenges of a changing retail market throughout the uncertainties of Brexit, Covid-19, and the war in Ukraine. Sanjay is an advocate for the power of toys to educate children, and of the toy sector to promote social change, such as encouraging sustainability and diversity, equity & inclusion.


L.O.L. Surprise! celebrates L.O.L. Day with fans across the UK

CMA investigates Amazon UK over listings practices

Bandai UK welcomes new commercial manager

Treasures of Wetherby goes up for sale

Rainbow and Flair partner on Pinocchio and Friends

Exclusive: Spotlight on Dress-up & Role Play

My Top Trumps pledges support for women’s and girl’s grassroots football

Spin Master’s Tech Deck announces return as official partner of NASS

Smyths Toys acquires PicWic Toys

Full steam ahead for Toynamics’ Hape railway campaign