Mattel reorganizes European sales organization around retail channels

Toy manufacturer Mattel restructures its commercial organization in Europe. Going forward, the company will manage its sales teams by retail channel rather than primarily by country. Toy retailer Smyths will even have its own management team.

More customization for retailers

Mattel, known for brands such as Barbie, Hot Wheels, and Fisher-Price, is adopting a new commercial structure in its key European markets. This structure is designed to enable the toy manufacturer to respond more quickly to the diverse needs of retailers and to roll out successful commercial initiatives more easily on an international scale.