Mattel has hired the former executive of Power Rangers owner Saban Brands as the head of a newly created franchise division within the global business.
Janet Hsu has previously worked as chief operating officer at Sanrio, the owner of the vastly popular Hello Kitty franchise, while at Saban she oversaw the development and growth of various brands, including Power Rangers.
In her new role at Mattel, Hsu will report into Richard Dickson, Mattel’s president and chief operating officer as she heads up the new Global Franchise Management Organisation at Mattel.
The outfit will look at new commercial ties for the toymaker’s brands, as well as focus on digital gaming, live events and strategic partnerships. It is part of Mattel’s on-going bounce back plans following sluggish sales in the wake of the collapse of Toys R Us.
Hsu joins Mattel after the toy maker Hasbro bought the entertainment and merchandising franchises for the superhero TV series Power Rangers from Saban.
“As we continue to transform Mattel into a high-performing toy company, we are taking big steps to further strengthen our executive leadership team,” said Dickson.
“Janet’s proven track record and expertise in expanding established global brands make her ideally suited to help Mattel extend its iconic properties in new and relevant ways that continue to move with our consumer.
“I am confident that Janet is the right leader to help ensure we are maximising the value of our brands.”
Hsu added: “I am incredibly excited to join Mattel at such a pivotal point in the company’s timeline. I believe now is the optimal time to massively expand the reach and influence of Mattel’s unparalleled collection of brands and IP, while extending their emotional connections with consumers.
“As content consumption, consumer behaviour and brand viability continue to evolve at a rapid pace, now is an exciting time to create a new content-to-commerce strategy for Mattel. I look forward to working with Richard and the entire Mattel team to unlock the value of this company’s powerful brands and IP.”