MIPTV Video: Mattel’s Richard Dickson

NEW YORK: Richard Dickson, Mattel’s president and COO, took part in a Q&A with World Screen’s Anna Carugati in the grand auditorium at MIPTV.

Dickson accepted the MIPTV Brand of the Year Award before delivering a keynote at the market in Cannes. In his speech, Dickson talked about creating engaging content and success strategies at the company. Following his keynote, Dickson was joined on stage by World Screen’s group editorial director, Anna Carugati. She began the Q&A session by asking how Mattel is providing beloved brands and characters on digital platforms and mobile devices.

“Kids are early adopters,” he said. “They’re incredibly savvy. It’s incredibly important for companies like ours, which are about traditional play, that we integrate our content into storytelling on digital mediums. We need to be where our consumer is. Any brand today needs to be where their consumers are. And their consumers are everywhere.”