Just Play Launches New Division for Owned IP

has appointed branding and strategy expert, Evelyn Mazzocco, former general manager, Barbie at Mattel, and general manager, girls products, Moose Toys, to lead its new division devoted to building the company’s portfolio of proprietary brands.  

Mazzocco will be influential in driving the company’s long-term strategic goal of creating new owned intellectual properties. She will be heading up a new, integrated team including product development, branding, packaging and engineering based in Los Angeles.  

Mazzocco is a senior executive with over 20 years of experience in the industry with experience in product ideation and creation, brand marketing, licensing and content. Throughout her career, Mazzocco has brands such as Barbie, American Girl and Polly Pocket, as well as leading new IP creation with brands like Kindikids and Monster High. 

“I’ve always been impressed by Just Play’s commitment to developing high-quality and innovative product lines,” says Mazzocco. “I’m eager to work

“Evelyn is an accomplished creative leader who we enthusiastically welcome to the

Just Play family

,” says Geoffrey Greenberg, co-chief executive officer, Just Play. “With her wealth of expertise, she’ll be a vital asset to our growing team and tremendously influential as we launch innovative new brands to entertain kids and families around the world.”