Mattel's DTC Strategy: Innovating For Adult Fans & Collectors | Sanjay Luthra Interview

Omni Talk Retail

In this exclusive interview from the VusionGroup stuido at the World Retail Congress in Paris, Sanjay Luthra, Executive Vice President EMEA and Global Direct-to-Consumer at Mattel, sits down with Chris Walton and Anne Mezzenga from Omni Talk to discuss the company's innovative approach to building a premium D2C business. Discover how Mattel Creations is tapping into the growing market of adult fans and collectors, known as "kidults," by offering customized, nostalgic products and immersive digital experiences. Key Takeaways: - The power of innovation and nostalgia in driving Mattel's D2C strategy - Building communities for passionate adult fans and toy collectors - Creating complementary partnerships with omnichannel retailers - The surprising success of the Ken's hoodie from the Barbie movie - Mattel's vision for franchise building beyond toys Sanjay also shares insights on the importance of a purpose-driven organization and how Mattel Creations fits into the company's overall strategy. Learn how Mattel is leveraging its iconic brands and cultural impact to create unique, premium experiences for fans of all ages. #SanjayLuthra #Mattel #DtC #MattelCreations #AdultFans #Kidults #ToyCollectors #NostalgicToys #CustomizedProducts #DigitalExperiences #OmnichannelRetail #StrategicPartnerships #BarbieMovie #KensHoodie #FranchiseBuilding #OmniTalkPodcast #WorldRetailCongress