Mattel revamps Barbie team

By Staff -- Gifts and Dec, September 11, 2008

EL SEGUNDO, Calif.—Sept. 11, 2008—Mattel has reorganized the Barbie brand’s various businesses and creative centers, merging its formerly separate toy development and brand licensing units under one global brand management team, the company announced this week.

The new team is led by Richard Dickson, who will serve as General Manager and Senior Vice President for the Barbie brand. He will oversee Barbie efforts in a broad array of product categories and platforms, including toys, content and consumer products.

“Just as iconic brands like Barbie must continually evolve to meet the needs of today’s girls, our leadership team is changing to set the standards in organizational excellence,” said Dickson. “Our new structure and global management team leverages our core strengths of fashion, toy and design—driving our legendary brand into the future.”

Dickson brings more than eight years of experience in key leadership roles at Mattel, brokering major licensing and marketing partnerships in the fashion, retail and beauty categories.

Among Dickson’s reports is Stephanie Cota, who will now serve as Senior Vice President, Marketing – Barbie Brand. In this newly created post, Cota will lead Mattel’s Barbie U.S licensing division as well as the toy marketing departments.

Evelyn Viohl will serve as Senior Vice President, Design – Barbie Brand. Viohl will be responsible for product design and execution for any Barbie-branded product worldwide, including licensing, packaging and product style guides.