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Former Mattel Exec Named COO of Wyncor

Helena Perheentupa will help establish the newly formed company.

License Global

January 24, 2024

2 Min Read
Helena Perheentupa, Wyncor
Helena PerheentupaWyncor

Wyncor, a new global toy company has signed former Mattel executive, Helena Perheentupa, as chief operating officer.

Wyncor’s mission is to offer speed and flexibility to retailers and partners, best-in-class product development for alignment with partners’ IP content and premium quality and innovative products to consumers. Wyncor works with partners’ creative teams to ensure products are a natural extension of their content, offering a rich experience for their fans. Wyncor is owned by Jstar Capital.

In her new role at Wyncor, Perheentupa will spearhead all operations for the company. Through her 13-year tenure at Mattel in Frankfurt, Germany, she rose through the ranks to become head of licensing, overseeing Mattel properties, such as Barbie, Hot Wheels, Fisher-Price, Monster High, Uno and Matchbox and Hit Entertainment properties, Thomas & Friends, Fireman Sam, Bob the Builder, Pingu and more.

Prior to that, she served for eight years at Procter and Gamble in business planning and strategy roles, and most recently at ZAG.

Wyncor will offer a solid range of innovative products, including patented toys, such as the Miraball and SwopPop (patent filed), as well as other unique offerings that include ReClay, Mon Ami and Oozy Squeezy, and will produce licensed and non-licensed product lines. Wyncor will donate a percentage of global toy sales to Gustave Roussy, the leading comprehensive cancer research center in Europe.

Wyncor has acquired global rights from Paramount, Hasbro, ZAG and emoji Company, for new product launches in the spring:

  • For Paramount brands,Teenage Mutant Ninja Turtles” and “SpongeBob SquarePants,” and Spin Master’s “PAW Patrol,” the Miraball and ReClay

  • For Hasbro, the Miraball for “Peppa Pig,” “My Little Pony,” “Transformers” (excluding Japan) and Monopoly

  • For emoji Company, the Miraball and SwopPop

  • And for ZAG’s Miraculous brand, products already at retail include the Miraball, SwopPop and Mon Ami Kwamis, with ReClay launching in the spring

“With our innovative line of toys, including a growing number of patented products, together with our sophisticated product development and manufacturing process, we can offer brands the opportunity to regularly offer new, limited-edition product versions for collectability and seasonal play,” says Perheentupa. “We are well-positioned to react quickly to changing market trends offering relevant and inventive products, and our wide portfolio allows for differentiation at retail. We are proud to be different and fearless.”

About the Author(s)

License Global

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