Mattel has launched its Global Franchise Management Group, a new division that will merge several vital functions to expand the company’s brand into new commercial opportunities.
Janet Hsu, a children’s entertainment veteran, will join the company as chief franchise management officer.
In her new role, Hsu will spearhead the new division for Mattel and will work to develop and implement franchise strategy across the company's’ portfolio of brands. She will also be tasked with extending the company’s brands into new commercial ventures including distribution, content development, consumer products, digital gaming, live events and strategic partnerships.
Hsu will leverage her wealth of knowledge and experience in content development, distribution, marketing, sales, licensing and more in the new role.
Hsu will report to Richard Dickson, president and chief operating officer of Mattel.
“As we continue to transform Mattel into a high-performing toy company, we are taking big steps to strengthen our executive leadership team further,” says Dickson. “Janet’s proven track record and expertise in expanding established global brands make her ideally suited to help Mattel extend its iconic properties in new and relevant ways, that continue to move with our consumer. I am confident that Janet is the right leader to help ensure we are maximizing the value of our brands.”
Currently, Hsu serves as the chief operating officer of Saban Brands. During her tenure, she oversaw the growth strategy for the company's portfolio of children's brands, such as Power Rangers. Previously, she served as the president and chief operating officer of Sanrio.