Marketing Manager, Toy Marketing & Activations – Mattel Creations

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 Opportunity: The Marketing Manager, Toy Marketing & Activations – Mattel Creations will lead bespoke partnerships and fan-facing brand activations that drive cultural relevance, consumer engagement, and commercial impact. This role sits at the intersection of product innovation, strategic marketing, and experiential execution, bringing Mattel Creations collaborations to life from concept through launch and beyond. The ideal candidate is a strategic marketer with strong project management skills, experience managing cross-functional teams and external partners, and a passion for engaging fan communities through culturally resonant experiences. What Your Impact Will Be: Partnership Management & Product Development Own day-to-day management of Mattel Creations bespoke partnerships, serving as the primary point of contact for external collaborators. Lead cross-functional alignment across design, product development, legal, finance, and sales to bring partnership products to market. Guide product development timelines, ensuring alignment with brand strategy, partner objectives, and commercial goals. Develop and execute go-to-market strategies for partnership launches, including positioning, messaging, channel strategy and asset creation. Monitor performance metrics and optimize future partnership strategies based on insights and learnings. Marketing Strategy & Execution Build integrated marketing plans that support product launches and collaboration storytelling across owned and paid channels. Partner with creative and social teams to develop compelling campaign narratives that resonate with fan audiences. Oversee launch execution, ensuring seamless coordination across internal stakeholders and external partners. Oversee and support a Coordinator, providing clear direction, prioritization, and guidance across Mattel Creations marketing initiatives. Fan Activations & Experiential Marketing Lead planning and execution of key fan activations, including Comic-Cons. Develop immersive brand experiences that drive excitement, community engagement, and earned media. Manage activation strategy, budgets, and on-site execution to deliver high-impact experiences. Capture post-event insights and translate them into actionable recommendations for future events.

What We’re Looking For: 6+ (4+ with MBA) years of experience in brand marketing, product marketing, partnerships, or experiential marketing (toy, entertainment, fashion, or lifestyle industries preferred). Proven experience managing cross-functional product launches and external partnerships. Strong understanding of fan culture and experience marketing to collector or enthusiast audiences. Experience executing large-scale live events (e.g., conventions, pop-ups, cultural tentpoles). Excellent project management skills with the ability to manage multiple initiatives simultaneously. Strong communication and stakeholder management skills. Experience managing, coaching, or overseeing junior talent preferred. Highly collaborative, proactive, and detail-oriented.

Don’t meet every single requirement? At Mattel, we are dedicated to an inclusive workplace and a culture of