Exhibit 99.1
PRESS RELEASE
MATTEL EXPANDS ROLE OF BOARD MEMBER AND GLOBAL TOY
INDUSTRY VETERAN SOREN T. LAURSEN TO EXECUTIVE DIRECTOR
| • | | Mr. Laursen held a variety of leadership roles at The LEGO Group for more than 25 years, including serving as President of LEGO Systems for over a decade, and was most recently CEO ofTOP-TOY, the largest retailer of toys and children’s products in the Nordic region |
| • | | As Executive Director, Mr. Laursen brings global business and industry experience to accelerate key aspects of Mattel’s growth strategy in Europe |
| • | | Mr. Laursen will continue to serve as a member of Mattel’s Board of Directors |
EL SEGUNDO, Calif., October 10, 2018– Mattel, Inc. (NASDAQ: MAT) today announced that Soren T. Laursen has been appointed Executive Director, effective October 8, 2018. A veteran toy industry executive of over 25 years at The LEGO Group with extensive global business experience, Mr. Laursen will help accelerate key aspects of Mattel’s growth strategy in Europe, including business planning, product and market development, commercial execution, regional partnerships and retail collaborations.
“As we continue to execute our strategy to transform Mattel into anIP-driven, high-performing toy company, Soren’s expertise will help accelerate our momentum,” said Ynon Kreiz, Chairman and CEO of Mattel. “Soren’s knowledge of the commercial landscape in the toy industry is exceptional. I am confident he will make significant, lasting contributions as we position Mattel for growth and long-term shareholder value.”
“This is an exciting time at Mattel, as the company rapidly transforms itself into a high-performing toy company,” said Mr. Laursen. “I look forward to taking a morehands-on role and working with Ynon and the team to continue the transformation.”
Mr. Laursen brings significant global commercial toy experience to Mattel, with deep expertise in developing strong brand franchises supported by compelling media, digital and technology activations. He most recently served as CEO ofTOP-TOY Holding, the largest retailer of toys and children’s products in the Nordic region, operating approximately 300 retail locations across Denmark, Finland, Iceland, Norway and Sweden, along with multiple stores in Germany. Prior to that, Mr. Laursen held a variety of senior leadership roles with The LEGO Group for more than 25 years. Mr. Laursen served as President of LEGO Systems, Inc., from 2004 to 2016 and held a variety of senior leadership roles overseeing various international markets, including Europe and Asia/Pacific. Mr. Laursen serves as an advisor to The Toy Association – the leading toy industry trade group – where he also served as a member of the association’s Board of Directors from 2004 to 2014, and as Chairman from 2012 to 2014.
While in this part-time role, Mr. Laursen will continue to serve as a member of Mattel’s Board of Directors. He will no longer serve as a member of the Mattel Board’s Governance and Social Responsibility Committee, to ensure its continuing independence.
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