Mattel Reorganizes to Strengthen Barbie Brand

Mattel has reorganized its Barbie operations into one global brand management team led by Richard Dickson as general manager and senior vice president for the Barbie brand.

Dickson will oversee the brand under a broad array of product categories and platforms, including toys, content and licensed consumer products.

“I am incredibly excited to be at the helm of the most important girl’s brand of all time, as Barbie enters its most exciting chapter in its almost 50-year heritage,” says Dickson. “Barbie is a brand that has been a blueprint and reflection of culture and trends worldwide, spanning generations of girls.  There is no limit to the possibilities of what girls, and women, can achieve in the world today, and Barbie continues to be a reflection of those endless possibilities.”

In the new team, Stephanie Cota is senior vice president, marketing–Barbie brand, and will oversee the global strategic direction. In this newly created post, Cota will drive the brand in a holistic manner, leading the U.S. licensing division as well as the toy marketing departments.

Evelyn Viohl is senior vice president, design–Barbie brand. In this new role, Viohl will be responsible for product design and execution for any Barbie-branded product worldwide, including licensing, packaging and the product style guides.