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Mattel | Company Profile, Marketing Contacts, Media Spend, Brands




Mattel is a toy manufacturing company. The brands and products are marketed globally, and the Mattel family of brands include Barbie, Hot Wheels, American Girls, and Fisher-Price.

Main Telephone 01628 500 000
Main Fax 01628 500 075
Primary Address
Vanwall Business Park
Vanwall Road
Maidenhead, Berkshire SL6 4UB
England

Mattel Contacts

Contacts (5/11)
Name Title City
Justin R. Vice President, Global Content Distribution & Strategy Berkshire
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: 01628 500 000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Vanwall Business Park
Vanwall Road
Maidenhead, Berkshire
SL6 4UB
England

Sarah A. Director Berkshire
Wendy H. Director Brand Activation - UK, Nordics, Netherlands Berkshire
Richard W. Senior Digital Marketing Manager - EMEA Berkshire
Adriana V. Senior Regional Brand Manager - Barbie Berkshire

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Barbie *******
Hot Wheels *******
Disney Toys ******
Pictionary *
WWE Toys ******

Agency Relationships


Brand Agency Service From To
****** ***** ** Media Buying, Media Planning 2007 present
****** ****** ****** ********* public relations unknown present
****** **** ***** ** Media Buying, Media Planning 2007 present
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******-***** ****** ****** ********* public relations unknown present

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WinmoEdge

Barbie bites the dust, still, despite extra digital spending – agency shifts forthcoming


Subject: Digital, Mobile, Partnerships, TV, Toys, Branding, Millennials, Social Media.

Company: Mattel – Barbie brand

Opportunity: Despite a slew of overhaul of Barbie’s commercial advertising, the struggling doll-maker just experienced its eighth consecutive quarter of sales losses. 

The company did see an increase in YouTube video views (nearly doubled) and app use during the quarter, but this hasn’t translated to the sales Mattel needs, especially since losing the Walt Disney Princess portfolio to HasbroThe gap this loss will and has already created is bringing aggressive plans and a focus on the Warner Brothers partnership and the Monster High trend (‘gothic’ Barbie). Expect 2016 to bring new packaging and product concepts that may finally ditch the boring white, blonde doll imagery with something fresh and different. 

Look for additional investments across digital channels in addition to TV, )

After here.

Additional Insight

Media Spend: In the last three years, over 90% of Mattel’s media budget has gone to TV. Mattel invested heavily in advertising and promotions in the FY13 Q4 with “hit and miss” in-store effectiveness, according to Mr. Stockton. The retailer continues to focus on digital marketing opportunities to help turn its business around.

Digital Breakdown: Barbie has run most of its digital display ads this year during July, Sept. and Oct. on nickjr.co.uk and nick.co.uk. The brand finally showed up on mobile just these last few weeks with video showing the same trend as display but on miniclip.com and girlsgogames.co.uk. About 84% of the ads ran through programmatic. 

Agency Roster:  has handled the European ad account since 2013.

Mattel
Vanwall Business Park, Vanwall Road, Maidenhead, Berkshire, SL6 4UB, 01628 500 000

Ms. Anne-Sophie Sanchez
Brand Manager – Barbie
anne-sophie.sanchez@mattel.com

Ms. Adriana Volpe
Senior Regional Brand Manager Barbie
adriana.volpe@mattel.com

Ms. Denise Fillary
Barbie Marketing Manager, Core Europe & Emerging Markets
denise.fillary@mattel.com