Mattel Creations appointed Cheryl Gresham as the vice president, global media and marketing integration, and Justin Richardson as the vice president, global content distribution and strategy.
Gresham is responsible for leading the company’s Global Media Team in the development and execution of its brands’ media strategies through increased consumer awareness and engagement. Gresham be expected to maximize the value of Mattel’s investments in consumer media and will be based in the company’s El Segundo office.
Richardson will oversee Mattel’s global content distribution portfolio of brands such as Thomas & Friends, Barbie, Monster High, Hot Wheels, American Girl, Ever After High and more, with distribution teams in the US, Asia, Europe, Russia, the Middle East and Africa. Richardson will operate out of Mattel Creations’ London office.
Additionally, Balsam-Schwaber will be a keynote speaker for MIP Jr. on Sunday, Oct. 16. Balsam-Schwaber will discuss the intersections between play and content, and share insight into Mattel Creations’ approach to creating content across all platforms and channels.
