Mattel’s Media Makeover: CEO Ynon Kreiz Reshapes Toy Giant as Content Factory

Mattel’s Media Makeover: CEO Ynon Kreiz Reshapes Toy Big as Content material Manufacturing facility

Ynon Kreiz knew he was sitting on a “treasure trove” of IP when he took the reins of toymaker Mattel as CEO in 2018. Mattel’s big vault of toy and game brands had the kind of built-in audience and multi-generational appeal that make for four-quadrant hits. But first he had to sort out major issues…