Mattel Creations Expands Executive Team with Key Hires

EL SEGUNDO, California, October 10, 2016

Mattel Creations, the centralized theatrical, television and digital content division from Mattel Inc., today announced the appointments of two key executives: Cheryl Gresham has been named Vice President, Global Media & Marketing Integration, and Justin Richardson has been named Vice President, Global Content Distribution & Strategy. Richardson will join the Mattel Creations team on the ground at MIPCOM, led by Mattel’s Chief Content Officer Catherine Balsam-Schwaber, who made the announcement today and to whom both will report.

In her new role, Gresham is responsible for leading the company’s Global Media Team in the development and execution of its brands’ media strategies, with a focus on accelerating brand growth through increased consumer awareness and engagement. In addition to maintaining strong relationships with Mattel’s major media partners and global media agencies, Gresham is charged with maximizing the value of Mattel’s investments in consumer media, with particular emphasis on innovative approaches to the connection between media and digital and content. Gresham will be based in the company’s El Segundo office.

In his new position, Richardson will oversee Mattel’s global content distribution portfolio of iconic brands such as Thomas & Friends®, Barbie®, Monster High®, Hot Wheels®, American Girl®, Ever After High® and many more, with distribution teams in the US, Asia, Europe, Russia, the Middle East and Africa. Richardson will operate out of Mattel Creations’ London office.

“Mattel Creations has developed significantly since we announced the new centralized division at MIPTV earlier this year, and I am thrilled to welcome these leaders as we enter the next stage of our evolution and enter a very busy MIPCOM,” said Balsam-Schwaber. “Cheryl and Justin are discerning, innovative executives who understand the enormous global potential of Mattel’s content portfolio , and I am so pleased to introduce them as meaningful additions to the team at such an exciting time for our business.”

Gresham comes to Mattel from the Taco Bell Corporation, where she led Media Strategy, including Digital and Social Investment. Prior to her time at Taco Bell, Cheryl served as SVP, Group Account Director, Planning for Initiative Media, where she directed media research, planning and buying and managed account profit and loss for several major brands. Earlier in her career Cheryl held Media roles with Davis Elen Advertising Inc. and Coca–Cola North America. Gresham holds a BA from the University of Washington.

Richardson has 20 years of experience working for some of the world’s largest entertainment, broadcast and digital/technology companies. During his seven-year tenure with the Warner Bros. Corporate Strategy and Business Development team, Richardson worked on integrated content distribution and marketing strategies across multiple territories for brands such as Harry Potter, Batman, Superman and Scooby Doo. Recently, working for Japanese Telecom giant NTT Docomo, he led the engineering and sales teams while working with clients including Universal Pictures, Google and Sky TV. In this position, he helped develop next generation video, application and payment platforms to support an interactive, multi-screen, always connected and emerging media ecosystem.

Additionally, following a year of significant growth for Mattel Creations, Balsam-Schwaber will be featured as a keynote speaker for MIP Jr. on Sunday, October 16 from 16:30 to 17:00. During her session, Balsam-Schwaber will delve into the intersections between play and content, and share some insight into Mattel Creations’ approach to creating original, globally resonant content across all platforms and channels.

About Mattel

Mattel is a creations company that inspires the wonder of childhood. Our mission is to be the recognized leader in play, learning and development worldwide. Mattel’s portfolio of global consumer brands includes American Girl®, Barbie®, Fisher-Price®, Hot Wheels®, Monster High® and Thomas & Friends®, among many others. Mattel also creates a wealth of lines and products made in collaboration with leading entertainment and technology companies. With a global workforce of approximately 31,000 people, Mattel operates in 40 countries and territories and sells products in more than 150 nations.