Mattel Appoints Brian Fitzharris SVP and GM, Fisher-Price

Fitzharris returns to Mattel after stint with PlayMonster.

License Global

April 19, 2024

2 Min Read
Brian Fitzharris.
Brian Fitzharris.Mattel

Mattel has appointed Brian Fitzharris as senior vice president and general manager, Fisher-Price, effective April 22. Fitzharris will lead the Fisher-Price infant and toddler core brands and serve as leader of the company’s East Aurora, NY, campus. Fitzharris will report to Lisa McKnight, executive vice president, chief brand officer, Mattel. 

“We are thrilled to welcome Brian back to Mattel in this pivotal role at such an exciting time for Fisher-Price as we seek to strengthen our leadership position in this important category,” says McKnight. “At 94 years young, Fisher-Price has so much more room to grow, and under Brian’s management, the future is bright. His expertise as an operating leader combined with a proven track record of product development and launching and revitalizing brands bodes well for Fisher-Price’s long-term growth and success.” 

Fitzharris returns to Mattel following his most recent position as chief commercial officer at PlayMonster, where he led the toy company’s global marketing and sales teams. 

Prior to his tenure at PlayMonster, Fitzharris spent 16 years with Mattel in senior leadership positions across commercial and brand. He fostered relationships with Walmart and Sam’s Club as vice president, sales, and served in senior international commercial roles, where he spearheaded and implemented marketing strategies for Mattel’s full portfolio of brands across Asia-Pacific and EMEA. He also held key roles across Mattel’s global brand teams, most notably contributing to the launch of Mattel’s licensed product line for Disney Pixar Cars, the expansion of Hot Wheels, and the revitalization of the Barbie brand. 

Related:The 2024 License Global Toy Forecast

“It is an honor to return to Mattel and be entrusted with overseeing a brand as iconic as Fisher-Price,” says Fitzharris. “Fisher-Price is the No. 1 infant, toddler and preschool brand for a reason. For nearly a century, Fisher-Price has been a leader in child development, constantly creating new and innovative ways to support families and ensure children get their best possible start. That’s why Fisher-Price is cherished by parents and caregivers around the world. I can’t wait to collaborate with this incredible team to drive Fisher-Price’s next chapter of growth.” 

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License Global

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