Mattel, Inc. has named Jessica Kelly as Senior Director, Head of Consumer Products EMEA, with her new role taking effect on 1 May 2026.

She steps into the position following the departure of Ruth Henriquez and will oversee licensing and consumer products operations across Europe, the Middle East and Africa.

Why this appointment matters

This is a key leadership move for Mattel as it continues to expand its global consumer products strategy.

Kelly will lead:

• regional licensing strategy
• category growth across product segments
• key retail and partner relationships

Her role places her at the centre of Mattel’s commercial expansion across EMEA.

A strong track record within Mattel

Kelly brings years of internal experience, having joined Mattel in 2018.

Her roles have included:

• UK Sales leadership
• Customer Marketing
• Amazon and eCommerce strategy
• broader EMEA commercial responsibilities

Most recently, she served as Senior Director and Country Manager for Poland and Central and Eastern Europe.

Driving growth and transformation

In her previous role, Kelly led a major business transformation.

Key achievements include:

• improving commercial performance
• introducing a franchise-first strategy
• expanding fashion category growth
• building new retail and celebrity partnerships

These initiatives helped strengthen Mattel’s presence in the region.

What she will focus on next

In her new role, Kelly will oversee the full consumer products strategy across EMEA.

This includes:

• managing over 200 licensing partners
• identifying new business opportunities
• strengthening retail collaborations

She will work closely with senior regional leaders, including Apostolis Karampatzakis and Sebastian Trischler.

Leadership backing and future outlook

Meredith Norrie, VP and Head of Consumer Products Global at Mattel, highlighted Kelly’s leadership and commercial expertise.

She pointed to Kelly’s ability to guide teams through change while building strong partnerships as key to driving future growth.

Why this matters for the industry

Mattel continues to strengthen its position as a global leader in play and family entertainment.

With major retail partners including Zara, H&M and Primark, the company’s licensing strategy plays a central role in brand expansion.

Kelly’s appointment signals continued focus on:

• franchise-led growth
• retail partnerships
• global brand development

FAQs

Who is Jessica Kelly at Mattel?

Jessica Kelly is the newly appointed Senior Director and Head of Consumer Products EMEA at Mattel.

When does her new role begin?

Her appointment takes effect on 1 May 2026.

What will she be responsible for?

She will oversee consumer products, licensing strategy and partnerships across Europe, the Middle East and Africa.

What experience does she bring?

Kelly has held several leadership roles at Mattel since 2018 and previously worked with global brands in retail and consumer goods.

Why is this appointment important?

It supports Mattel’s growth strategy and strengthens its licensing and retail partnerships across the EMEA region.

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