Associate Manager Consumer Product - Hardlines

Overview

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 Team
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Sitting within the EMEA Consumer Products Organisation, who are responsible for providing leadership and direction for the development and implementation of Consumer Products strategy across all Mattel Brands. This team is responsible for steering and achieving key brand, category and fiscal objectives by identifying and collaborating with Global, Regional, Multi Territory and Local licensees. We work in partnership across the business with the Global Consumer Products, Regional Franchise, Local Brand, Regional Marketing, and Regional Product Development teams, as well as with the Audit, Finance and Legal Divisions.

You’ll be joining the Consumer Products team in a UK-focused role, based at our Slough office and reporting directly to the UK Consumer Products Lead. In this position, you will manage day-to-day licensing business relationships across the UK, covering all Hardlines, FMCG, and Promotions partners, while delivering all aspects of partner management. You will be responsible for identifying, pitching, and negotiating new business opportunities, as well as coordinating daily communication with internal and external stakeholders.

You will also work in close partnership with the Retail Development Lead to support the UK hardlines retail strategy, building relationships and developing programs with leading retailers.

Licensee Management

• Act as the internal point of contact for each licensee. Manage all existing licensing deals, including master toy agreements and other Hardlines, FMCG, and Promotions licensees.
• Conduct regular partner touchpoints, including bi-weekly 1:1 meetings, quarterly business reviews, bi-annual top-to-tops, and ongoing tracking of financial performance against forecasts and ambitious sales targets.
• Develop detailed Joint Business Plans (JBP) for each partner, including forecasts, budgets, stretch targets, retail and marketing calendars, and product line plans.
• Develop and manage comprehensive joint marketing plans per partner, ensuring licensee investment aligns with Mattel Consumer Products goals and that top items receive strong marketing support.
• Collaborate closely with Product Development, Creative, and Quality & Assurance teams to bring first-class products to market.
• Partner with Retail Development, Digital, PR, Regional Franchise, and Local Brand teams to develop joint business plans.
• Implement marketing and promotional strategies in collaboration with internal and external stakeholders.

New Business

• Prepare brand pitch materials and marketing presentations across Mattel’s IP portfolio.
• Research, identify, and pitch new category opportunities and prospective licensees or promotional partners.
• Secure new licensing deals and negotiate renewals in line with sales targets and strategic objectives.
• Represent Mattel at trade fairs and category-specific industry events.

Strategy

• Deliver the Hardlines, FMCG, and Promotions country strategy in partnership with the UK Consumer Products Lead.
• Collaborate with the Retail Development Lead on the UK hardlines retail strategy and strengthen retailer relationships to ensure best-in-class Consumer Products programs.
• Analyse the market to identify SWOT insights, gaps, opportunities, and category priorities.
• Stay up to date with evolving trends, consumer behaviours, and competitive activity.
• Explore and recommend innovative approaches to drive business growth.

What We’re Looking For

Experience

• 5-7 years of experience in a consumer products, marketing, or sales role.
• Strong understanding of the licensing environment, with…