Steve Totzke | Source: Mattel/The Toy Book

Following a successful turnaround effort, Mattel is officially in growth mode.

The company promoted veteran executive Steve Totzke to president and chief commercial officer (CCO) as it seeks to evolve its strategy across toys and entertainment. Totzke previously served as executive vice president and CCO, developing a digital-first demand creation approach and expanding e-commerce and brick-and-mortar retail reach.

“Steve has played an integral role in creating Mattel’s current momentum, strong results, and best-in-class commercial capabilities,” says Mattel Chairman and CEO Ynon Kreiz. “With Steve’s oversight, the global commercial team has expanded our market leadership, strengthened relationships with Mattel’s retail partners, and created demand in an increasingly complex environment. I look forward to Steve’s continued leadership as we further accelerate our performance in line with our growth strategy.”

Related: State of the Industry Q&A 2022: Mattel

Totzke first joined Mattel in the mid-1990s serving as director of sales for four years. Following a three-year detour to Spin Master, Totzke returned to Mattel where he has held a variety of international leadership roles over the past 20 years.

“I am extremely proud to be part of this iconic company’s transformation over the past several years and I truly believe Mattel’s best days are ahead,” Totzke says. “Most importantly, I take pride each day in supporting Mattel’s purpose to empower the next generation to explore the wonder of childhood and reach their full potential. I look forward to leading our exceptional Mattel commercial organization into the future.”

Totzke serves on the board of directors at The Toy Association and the Mattel Children’s Foundation, and sits on the advisory board for Women in Toys, Licensing & Entertainment.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.