Mattel is doubling down on its strategy of turning iconic brands into entertainment-driven franchises. The toy maker announced it has appointed Natalia Premovic as chief consumer products and experiences officer, effective Jan. 5, bringing in a seasoned executive with deep experience in scaling global IP across retail, entertainment, and digital commerce.
The move comes as Mattel looks for new growth levers beyond traditional toy sales, amid softening revenue and rising operational pressures.
A Strategic Role Focused on Brands, Experiences, and Licensing
In her new position, Premovic will oversee Mattel’s global consumer products, publishing, experiences, and location-based entertainment businesses. She will report directly to CEO Ynon Kreiz, who has led the company’s push to reposition Mattel as an IP-powered entertainment company rather than a pure-play toy manufacturer.
The role is central to Mattel’s long-term vision: extracting more value from franchises that already resonate across generations, from Barbie and Hot Wheels to Polly Pocket and Masters of the Universe.
Why Premovic’s Background Matters
Premovic brings a rare combination of media, retail, and e-commerce expertise.
Before joining Mattel, she served as head of consumer products at Netflix across the U.S., Canada, Australia, and New Zealand, while also leading global e-commerce initiatives. At Netflix, she helped transform breakout series such as Squid Game, Bridgerton, and Stranger Things into what the company described as multibillion-dollar franchise ecosystems, built through licensing, partnerships, and merchandise.
Earlier in her career, Premovic spent more than a decade at The Walt Disney Company, where she helped develop new franchise-driven business models, launched retail partnerships like Disney Stores at Target, and played a key role in shaping Disney’s online store.
For Mattel, the hire signals intent: borrow best practices from entertainment-first companies that excel at turning stories into scalable consumer businesses.
Mattel’s IP Push Is Accelerating
The appointment aligns with a broader slate of IP-driven initiatives underway at Mattel. In recent months, the company has:
•Partnered with Hello Sunshine to develop a live-action Polly Pocket film
•Enlisted Vin Diesel to write, produce, and star in a live-action Rock ’Em Sock ’Em Robots movie
•Announced the theatrical release of Masters of the Universe in June, in collaboration with Amazon MGM Studios
Together, these projects reinforce Mattel’s strategy of expanding beyond the toy aisle into film, streaming, retail experiences, and brand licensing.
Financial Pressure Adds Urgency
The strategic pivot comes at a time when Mattel’s core business is under strain. In its most recent quarter, the company reported:
•Net sales down nearly 6% year over year to $1.7 billion
•Net income down 25% to $278.4 million
Following weaker-than-expected Q3 earnings, analysts at UBS warned of “riskier dynamics heading into the holiday season.” At the same time, evolving U.S. tariff policies have added complexity, prompting Mattel to take on more responsibility for importing and warehousing, according to CFO Paul Ruh.
Against that backdrop, expanding high-margin IP revenue streams is not optional — it’s strategic necessity.
What This Hire Signals for Mattel’s Next Chapter
Premovic’s appointment suggests Mattel is betting that the future of toys lies as much in storytelling, experiences, and commerce ecosystems as in physical products. Her track record at Netflix and Disney points to a playbook centered on speed, global scale, and tight integration between content and consumer touchpoints.
If successful, the strategy could help Mattel smooth earnings volatility, reduce reliance on seasonal toy demand, and reposition the company as a modern IP powerhouse — not just a legacy toy brand.
Whether that transformation can offset near-term financial headwinds will be one of the most closely watched narratives in the toy and entertainment industries in 2026.
Source: Based on reporting from Retail Dive