Mattel’s chief brands officer steps down in management shift

Published on: 28th February 2018

CEO Margo Georgiadis is to be more involved in the American Girl brand, and COO Richard Dickson to oversee Barbie and Hot Wheels operations.

Juliana Chugg will remain at the company for the time being as an adviser, a spokesman said. She joined the company in 2015 from General Mills, where she ran its meals division with brands like Betty Crocker.

Chief executive officer Margo Georgiadis and chief operating officer Richard Dickson will now assume more oversight, with the manager of American Girl reporting directly to the CEO. The leaders of other top brands, like Hot Wheels, Barbie, and Fisher-Price will report directly to Richard, the company said.

“As part of our ongoing effort to transform Mattel into a high-performing toy company, Richard now has the right team in place,” spokesman Alex Clark said in a statement.

Richard, who rejoined Mattel in 2014 after departing the company in 2010, has been tasked with reviving Mattel’s brands. Margo joined about a year ago, after a career running sales divisions at Google, and has since focused on creating growth for the company’s biggest brands while exiting several smaller toy lines.

The March issue of Toy World features an exclusive interview with Richard, talking about Mattel’s plans for 2018. The issue will be landing on desks any day now.


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