Mattel has appointed Brian Fitzharris to lead Fisher-Price, as the brand looks to reinforce its leading position in the pre-school category.

Mattel has announced that Brian Fitzharris has been appointed as senior vice president and general manager of Fisher-Price, effective from 22nd April. Brian will lead the Fisher-Price Infant and Toddler core brands and serve as leader of the company’s East Aurora, NY campus. He will report to Lisa McKnight, executive vice president and chief Brand officer at Mattel.

“We are thrilled to welcome Brian back to Mattel in this pivotal role at such an exciting time for Fisher-Price as we seek to strengthen our leadership position in this important category,” said Lisa McKnight. “At 94 years young, Fisher-Price has so much more room to grow, and under Brian’s management, the future is bright. His expertise as an operating leader combined with a proven track record of product development and launching and revitalizing brands bodes well for Fisher-Price’s long-term growth and success.”

Brian returns to Mattel following his most recent position as chief commercial officer at PlayMonster, where he led the toy company’s global Marketing and Sales teams.

Prior to his tenure at PlayMonster, he spent 16 years with Mattel in senior leadership positions across commercial and brand. He fostered top relationships with Walmart & Sam’s Club as vice president of Sales and served in senior international commercial roles, where he spearheaded and implemented marketing strategies for Mattel’s full portfolio of brands across Asia-Pacific and EMEA. Additionally, Brian held key roles across Mattel’s global brand teams, most notably contributing to the launch of Mattel’s licensed product line for Disney Pixar Cars, the expansion of Hot Wheels and the revitalization of the Barbie brand.

“It is an honour to return to Mattel and be entrusted with overseeing a brand as iconic as Fisher-Price,” added Brian. “For nearly a century, Fisher-Price has been a leader in child development; constantly creating new and innovative ways to support families and ensure children get their best possible start. That’s why Fisher-Price is cherished by parents and caregivers around the world. I can’t wait to collaborate with this incredible team to drive Fisher-Price’s next chapter of growth.”

Brian will be based at Mattel and Fisher-Price’s East Aurora campus.