The American toy giant has brought great expertise from the industry on board. The former Lego and Top Toy manager Soren T. Laursen has been Executive Director of Mattel Inc. since the beginning of October.

Laursen has important strategic tasks ahead of him. According to Mattel, Laursen will contribute to accelerating important points of the Group’s growth strategy in Europe. His areas of responsibility include business planning, product and market development, commercial implementation, regional partnerships and cooperation with retailers. With Laursen, Mattel has gained an experienced expert in the toy industry. He worked for the Lego Group for 29 years. There he worked his way up from a marketing trainee to various management positions and Senior Vice President of Lego Americas. In April 2016, he joined Top-Toy, the leading toy retailer in Northern Europe, as Managing Director. The group operates nearly 300 stores under the names BR and Toys “R “Us. These include more than 20 BR stores in Germany. Laursen is also a consultant to the toy industry trade group Toy Association. From 2004 to 2014, he was also a member of the Executive Board there, including Chairman from 2012 to 2014.

Mattel wants to grow stronger in Europe

Ynon Kreiz, Chairman and CEO of Mattel, said: “We continue to implement our strategy to transform Mattel into an IP-powered, high-performance toy company. Soren’s expertise will help accelerate our momentum. Soren’s knowledge of the commercial landscape in the toy industry is exceptional. I am confident that he will make an important and sustained contribution to Mattel’s focus on growth and long-term shareholder value”. Laursen likes to take on challenges: “This is an exciting time at Mattel as the company quickly turns into a powerful toy company. I look forward to playing a more active role and working with Ynon and the team to continue the transformation.” Laursen already knows Mattel through his role as a member of the board. He will continue to serve on Mattel’s Board of Directors. To ensure his independence, he will retire from the Mattel Board’s Governance and Social Responsibility Committee.


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Link: Mattel Inc prepares for growth strategy with new Executive Director Soren T. Laursen

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