Mattel has laid off members of its global brands team as part of a reorganization it announced in September to improve its global brand management strategy and drive more entertainment growth. 

As of press time, Mattel had not shared how many staffers were affected. But Kidscreen will update this information as it becomes available. 

“The actions follow the company’s recently announced new brand organization leadership and marketing integration,” says a Mattel spokesperson. “The new brand-centric organizational structure and operating model will help Mattel best leverage capabilities and resources to enhance its brand management strategy and drive its next phase of growth.”

The changes are meant to integrate marketing across global brands and franchise teams in order to achieve greater consistency across IPs. 

As part of this reorg, Roberto Stanichi was recently promoted to EVP and chief global brand officer to lead Mattel’s global brand business, focusing on business strategy, marketing, consumer insights and product design. And Jamie Cygielman has also been upped from GM and president of American Girl to global head of dolls, overseeing Barbie and American Girl. Meanwhile, EVP and chief brand officer Lisa McKnight has left the company.

Pictured is Matttel Television Studios’ Barbie Mysteries: The Great Horse Race Chase for Netflix.