Dena Cook

Mattel Inc. appointed former Brew CEO and Zeno Group exec Dena Cook as executive vice president and global head of communications and public relations. Cook will oversee all external and internal communications for the company. Her primary responsibility is managing and executing Mattel’s corporate communications strategy for global audiences. She will report to Mattel Chairman and CEO Ynon Kreiz.

“Joining a storied company like Mattel is an honor. Barbie, Fisher-Price and Hot Wheels are brands I love; they shaped my childhood, just as they – along with other Mattel brands – are shaping my son’s childhood today,” says Cook. “A company that creates this type of emotional tie across generations is a rarity. Mattel is on an incredible journey of transformation, and I’m thrilled to have the opportunity to communicate it globally.”

Prior to joining Mattel, Cook served as senior vice president of Zeno Group and spent time at Fleishman-Hillard. She worked with numerous brands throughout her career, including Nintendo, Sony Playstation, Sirius Satellite Radio, and Zynga. Most recently, she served as CEO of Brew, a communications firm that Freud Communications acquired in 2016.

“Dena is a seasoned leader who has successfully developed and driven corporate narratives for partners, built and inspired agile, high-performing teams and executed flawlessly on major initiatives that align with business goals,” says Kreiz. “I cannot think of a better partner to clearly and consistently communicate the company’s purpose and journey as we transform Mattel into an IP-driven, high-performing toy company.”

Cook and Kreiz previously worked together when Brew PR represented Maker Studios.

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.