Mattel Taps Master Toy Partner for Bob the Builder


Mattel has inked a multi-territory deal with Simba Dickie Group, which becomes the new master toy partner for Bob the Builder merchandise.

Under the agreement, Mattel will continue to lead and invest in brand management across the globe while Simba Dickie Group produces high-quality toys and consumer products. Mattel will also continue to work with content and distribution partner DHX Media to produce content for Bob the Builder, including the show’s third season.

The first play sets of new Bob the Builder toys from Simba Dickie Group will be available from February 2018, with the partnership effective immediately.

Nicolas Houssin, the VP of marketing for Europe at Mattel, said: “We are adapting our strategy for this brand modelled on the success of the Fireman Sam business, which continues to grow year-on-year with great results. We are delighted to be working with our esteemed and trusted partners, Simba Dickie Group.”

Uwe Weiler, the COO at Simba Dickie Group, added: “This partnership will strengthen the success of Bob the Builder in the toy branch, which we’ve had with our current Bob the Builder role-play range in the past two years. Now as master toy partner, we are thrilled to work together with Mattel and to develop new categories.”

In other news, Mattel has appointed Joseph J. Euteneuer as chief financial officer, effective September 25. He is replacing Kevin Farr. Euteneuer will collaborate with the company’s senior management team and board of directors to provide financial and administrative leadership. He will work under CEO Margo Georgiadis. Euteneuer previously served as CFO at Sprint Corporation.

“Joe brings a strong track record of helping companies implement new strategies to improve long-term growth and profitability, and we are thrilled to welcome him to our team,” said Georgiadis. “He has been instrumental in leading companies in a variety of industries through times of transformation and turnaround, which will be invaluable for Mattel as we execute our new growth strategy and create enhanced shareholder value. I am confident that Joe will make a significant impact as we reshape our operations to become leaner, faster and smarter. He is a great addition to our management team and I look forward to working closely with him.”

“It’s truly a great opportunity to join Mattel as it executes its new growth strategy to build upon its leadership position and shape the future of the toy industry,” noted Euteneuer. “Mattel is an iconic brand and household name for learning and development through play. I look forward to working with the team to future-proof the company and accelerate change.”

In addition, Mattel has named Sven Gerjets as chief technology officer, Amy Thompson as chief people officer and Nancy Elder as chief communication officer, effective immediately. The trio will collaborate with Georgiadis and the Mattel leadership team to support the company’s transformation strategy focused on delivering enhanced and sustainable growth.

“As we continue to transform Mattel into a consumer-centric, purpose-driven company, we are proud to assemble a world-class leadership team to accelerate our progress and reach our objectives,” added Georgiadis. “One of the keys to our success is attracting forward-thinking leaders who believe in our vision and bring a fresh perspective and strong skillset to Mattel. We are thrilled to welcome Sven, Amy and Nancy to our team and look forward to working with each of them as we execute our strategy to increase value for customers, employees and our shareholders.”