Marketing Manager, Toy Marketing & Activations – Mattel Creations

Mattel, Inc.; El Segundo (CA); Hybrid; USD 126,000 - 158,000; Full time

Job summary

Mattel Creations is seeking a Marketing Manager to lead bespoke partnerships and fan-facing activations, driving cultural relevance and commercial impact. The role sits at the intersection of product innovation, strategic marketing, and experiential execution, guiding launches from concept through post-launch optimization.

The ideal candidate brings 6+ years in brand/experiential marketing, strong cross-functional leadership, and a passion for engaging fan communities through culturally resonant

Qualifications

• 6+ years in brand marketing, partnerships, or experiential marketing with toy/entertainment focus.
• Proven experience launching and managing cross-functional product partnerships.
• Strong track record in live events and experiential activations with large audiences.
• Excellent project management and stakeholder management skills.
• Ability to engage fan communities and translate insights into campaigns.

Responsibilities

• Lead day-to-day Mattel Creations bespoke partnerships and contact external collaborators.
• Coordinate cross-functional teams (design, product, legal, finance, sales) to bring partnerships to market.
• Develop go-to-market strategies and asset creation for partnership launches.
• Oversee marketing plans across owned and paid channels for collaboration storytelling.
• Plan and execute fan activations and experiential events, including conventions.

Skills

Brand marketing

Partnerships

Experiential marketing

Project management

Cross-functional collaboration

Fan culture understanding

Education

MBA

Job description

CREATIVITY IS OUR SUPERPOWER. It’s our heritage and it’s also our future. Because we don’t just make toys. We create innovative products and experiences that inspire fans, entertain audiences and develop children through play. Mattel is at its best when every member of our team feels respected, included, and heard—when everyone can show up as themselves and do their best work every day. We value and share an infinite range of ideas and voices that evolve and broaden our perspectives with a reach that extends into all our brands, partners, and suppliers.

The Opportunity

The Marketing Manager, Toy Marketing & Activations – Mattel Creations will lead bespoke partnerships and fan-facing brand activations that drive cultural relevance, consumer engagement, and commercial impact. This role sits at the intersection of product innovation, strategic marketing, and experiential execution, bringing Mattel Creations collaborations to life from concept through launch and beyond.

The ideal candidate is a strategic marketer with strong project management skills, experience managing cross-functional teams and external partners, and a passion for engaging fan communities through culturally resonant experiences.

What Your Impact Will Be

Partnership Management & Product Development

• Own day-to-day management of Mattel Creations bespoke partnerships, serving as the primary point of contact for external collaborators.
• Lead cross-functional alignment across design, product development, legal, finance, and sales to bring partnership products to market.
• Guide product development timelines, ensuring alignment with brand strategy, partner objectives, and commercial goals.
• Develop and execute go-to-market strategies for partnership launches, including positioning, messaging, channel strategy and asset creation.
• Monitor performance metrics and optimize future partnership strategies based on insights and learnings.

Marketing Strategy & Execution

• Build integrated marketing plans that support product launches and collaboration storytelling across owned and paid channels.
• Partner with creative and social teams to develop compelling campaign narratives that resonate with fan audiences.
• Oversee launch execution, ensuring seamless coordination across internal stakeholders and external partners.
• Oversee and support a Coordinator, providing clear direction, prioritization, and guidance across Mattel Creations marketing initiatives.

Fan Activations & Experiential Marketing

• Lead planning and execution of key fan activations, including Comic-Cons.
• Develop immersive brand experiences that drive excitement, community engagement, and earned media.
• Manage activation strategy, budgets, and on-site execution to deliver high-impact experiences.
• Capture post-event insights and translate them into actionable recommendations for future events.

What We’re Looking For

• 6+ (4+ with MBA) years of experience in brand marketing, product marketing, partnerships, or experiential marketing (toy, entertainment, fashion, or lifestyle industries preferred).
• Proven experience managing cross-functional product launches and external partnerships.
• Strong understanding of fan culture and experience marketing to collector or enthusiast audiences.
• Experience executing large-scale live events (e.g., conventions, pop-ups, cultural tentpoles).
• Excellent project management skills with the ability to manage multiple initiatives simultaneously.
• Strong communication and stakeholder management skills.
• Experience managing, coaching, or overseeing junior talent preferred.
• Highly collaborative, proactive, and detail-oriented.

How We Work

We are a purpose driven company aiming to empower generations to explore the wonder of childhood and reach their full potential. We live up to our purpose employing the following behaviors

• We collaborate Being a part of Mattel means being part of one team with shared values and common goals. Every person counts and working closely together always brings better results. Partnership is our process and our collective capabilities is our superpower.
• We innovate At Mattel we always aim to find new and better ways to create innovative products and experiences. No matter where you work in the organization, you can always make a difference and have real impact. We welcome new ideas and value new initiatives that challenge conventional thinking.
• We execute We are a performance-driven company. We strive for excellence and are focused on pursuing best‑in‑class outcomes. We believe in accountability and ownership and know that our people are at their best when they are empowered to create and deliver results.

Our Approach to Flexible Work

This role is an in-office role Monday-Thursday, and work from home on Fridays. We embrace a flexible work model designed to empower a culture of growth, optimism, and wellbeing, where every employee can reach their full potential. Combining purposeful in-person collaboration with flexibility, our focus is to optimize performance and drive connection for moments that matter.

Who We Are

Mattel is a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world. We engage consumers and fans through our franchise brands, including Barbie, Hot Wheels, Fisher-Price, American Girl, Thomas & Friends, UNO, Masters of the Universe, Matchbox, Monster High, MEGA and Polly Pocket, as well as other popular properties that we own or license in partnership with global entertainment companies. Our offerings include toys, content, consumer products, digital and live experiences. Our products are sold in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering generations to explore the wonder of childhood and reach their full potential.

Mattel’s award-winning workplace culture has been recognized by Forbes, Fast Company, Newsweek, Great Place to Work, TIME, and more.

Visit us at https //jobs.mattel.com/ and www.instagram.com/MattelCareers .

Mattel is an Equal Opportunity Employer where we want you to bring your authentic self to work every day.

We welcome all job seekers, and all applicants will receive consideration for employment without regard to race, ethnicity, color, national origin, religion, sex, gender, gender identity or expression, sexual orientation, veteran and protected veteran status, disability status, and or any other basis protected by applicable federal, state or local law.

Pursuant to the Los Angeles Fair Chance Ordinance and the California Fair Chance Act, qualified applicants with arrest or conviction records will be considered for employment.

The pay range for this position is between $126,000 and $158,000 annual. The pay range is indicative of projected hiring range, however base pay will be determined based on a candidate’s work location, skills and experience. Mattel offers competitive total pay programs, comprehensive benefits, and resources to help empower a culture where every employee can reach their full potential.

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The Culture at Mattel

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