Mattel has restructured its European consumer products team to centralize the unit and align the company’s strategy across the region.

The new team will be lead by a single head of consumer products for core Europe– Maria Maranesi has been named senior director, Mattel Consumer Products, Europe.

Maranesi will be supported by regional category teams and newly strengthened country teams.

The new structure will allow the toy company to align its strategy throughout the region, but also scale to regional markets.

“Through this organizational change we are achieving synergies across Europe by establishing strategic regional teams whilst maintaining market based teams that focus on excellence in delivery in the market place,” says Maranesi. “Furthermore, we are strengthening our capabilities in fields that will help us grow our business sustainably in the years to come, whether developing our category expertise in hard lines, soft lines and publishing or through digital excellence, first-class insights and state-of-the-art execution at the point of sale.”