People Moves

Mattel Creations adds content, marketing VPs

Mattel Creations powers up with former Taco Bell exec Cheryl Gresham and ex-Warner Bros. strategist Justin Richardson.
October 11, 2016

Mattel Creations has tapped Cheryl Gresham as VP of global media and marketing integration, and Justin Richardson as VP of global content distribution and strategy.

Both Gresham and Richardson will report to Catherine Balsam-Schwaber, chief content officer of the global toy manufacturer’s centralized theatrical, television and digital content division.

Gresham will head up a global media team in developing and executing brand strategies. She will also be responsible for maximizing Mattel’s investments in consumer media, with an emphasis on digital and content.

Previously, Gresham led media strategy for Taco Bell National, including digital and social investment.

Richardson, meanwhile, will oversee Mattel’s global content distribution portfolio, with responsibility for brands including Thomas & Friends, Barbie, Monster High (pictured), Hot Wheels, American Girl and Ever After High. He will work with distribution teams in the US, Asia, Europe, Russia, the Middle East and Africa.

Before joining Mattel, Richardson liaised with corporate strategy and business development teams at Warner Bros. on brands like Harry Potter, Batman and Scooby-Doo.

Gresham will be based in Mattel’s El Segundo, California HQ, and Richardson will operate out of its London office.

In other Mattel news, the company is strengthening its presence in key regions throughout Asia, finalizing strategic relationships with Choirock Contents Factory Co. and Sonokong Co., two toy industry leaders in Korea.

Under its agreement with Choirock, Mattel will serve as master toy licensee for Turning Mecard, the top toy franchise in South Korea. Mattel will manufacture, distribute and market toys including vehicles, action figures and games, as well as introducing the IP to other markets around the world.

Sonokong, meanwhile, will serve as Mattel’s primary distribution partner in South Korea in a deal covering Mattel’s entire portfolio, excluding games. Additionally, Mattel has acquired a 12% equity stake in the company.


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