Toymaker Mattel Inc. is changing the way it operates its Barbie brand, reorganizing its executive team into one global brand management group.
The new team will consolidate the brand’s various business and creative groups, including fashion, toys, creative design and licensing. Richard Dickson leads the group as general manager and senior vice president. In his new role, Dickson oversees all aspects of the Barbie brand.
Previously, Dickson was Mattel’s senior vice president for marketing, media and entertainment worldwide. During his eight years in the job, Dickson helped create multi-faceted marketing programs, strategic alliances, global licensing programs, entertainment deals and brand extensions across Mattel’s top toy brands.
Stephanie Cota has been named as senior vice president of marketing for the Barbie brand overseeing its global strategic direction. In this newly created position, Cota is charged with overseeing marketing for all product categories, including toy and licensed products.
Prior to that, Cota, a 10-year veteran of Mattel, was in charge of helping to create new powerhouse brands for Mattel’s Girls unit, as well as drive its other leading toy brands, including Polly Pocket, Little Mommy, Disney Princesses and High School Musical.
In other news, Mattel named Evelyn Viohl as senior vice president of design for the Barbie brand. In her new role, Viohl is in charge of product design and execution for all products worldwide, including toys and licensed products, as well as brand packaging and style guides. Previously, Viohl was oversaw designs and packaging for toys, including Polly Pocket, Little Mommy, Disney Princesses, among others.
The positions took effect this month.
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