Sr Manager, Franchise Marketing - Fisher Price

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 Team:
STEP INTO A LEGACY OF LAUGHTER, LEARNING, AND LASTING IMPACT!

At Fisher-Price, we don’t just make toys—we ignite imaginations, nurture development, and create joyful memories for millions of families around the world. For over 90 years, Fisher-Price has been a trusted name in early childhood play.

This role is about unlocking the next chapter of growth—expanding our brands into new categories, new platforms, and new cultural spaces while staying rooted in what makes them iconic.

If you want to be part of a brand that truly matters—to parents, to children, and to culture—then this is the job for you. Come join the legacy that is Fisher-Price!

Please Note: This role sits at our Fisher-Price headquarters in Buffalo, NY and will require working onsite with our team.
 

The Opportunity: 
The Fisher-Price team is seeking an experienced Sr. Manager, Franchise Marketing to lead global brand expansion beyond toys for Fisher-Price and Little People.

This role is focused on identifying and unlocking growth across Consumer Products, Digital Play & Learning, Entertainment (TV/Film/Music), Publishing, Live Experiences, and Brand Partnerships. You will define where and how the brands show up in these spaces, build compelling narratives, and bring partners into the ecosystem.

This is a strategy + storytelling + external-facing role—not a core toy marketing or communications role.

What Your Impact Will Be: 

• Build a long-term strategic roadmap for Fisher-Price & Little People expansion beyond toys, across categories, including consumer products, entertainment, digital, publishing, and live experiences.
• Define what must be true of the brand (positioning guardrails, asset needs, storytelling frameworks) to successfully extend into new categories.
• ·Develop compelling brand narratives and franchise tentpoles that translate across licensed categories and partner executions
• Create and deliver best-in-class pitch materials (franchise decks, category visions, partner sell-in stories) to drive licensing growth.
• Serve as a lead storyteller externally—presenting to licensees, partners, and retailers to unlock new business opportunities.
• Partner with Licensing, Retail, and Regional teams to identify whitespace opportunities and accelerate deal flow.
• Ensure global consistency with regional flexibility, enabling scalable franchise growth across markets.
• Lead development of franchise expansion frameworks, not execution of downstream marketing programs.

What We’re Looking For:

COMPETENCIES REQUIRED:

• ·Proven experience in franchise strategy, brand extension, or licensing-driven growth
• Strong ability to build and sell strategic narratives to external partners and senior stakeholders
• Experience working across multi-category brand ecosystems (e.g., entertainment, consumer products, digital, etc.)
• Confident presenter and storyteller, comfortable leading high-stakes external pitches
• Ability to operate at the intersection of strategy, creativity, and business development
• Strong cross-functional collaborator with Licensing, Retail, and Regional teams

EXPERIENCE, KNOWLEDGE, SKILLS REQUIRED:

• 8+ years in franchise strategy, licensing, brand expansion, or related fields
• Demonstrated success building new category or partnership-driven growth strategies
• Experience working with or alongside licensees, partners, or retail stakeholders
• Track record of developing strategic frameworks and pitch narratives that drive business outcomes
• · Strong global perspective with ability to scale ideas across regions

PERSONAL ATTRIBUTES REQUIRED:

• Tenacious and full of creative energy!
• Relentless passion and enthusiasm for the work, finding solutions and always striving to make it better and more impactful
• Entrepreneurial and innovative thinker who embraces change and taking on new challenges
• Strong collaborator that takes personal accountability and love to work in a team environment
• Effective in a dynamic fast-paced environment
• Fast Learner
• Self-motivated with a positive attitude

WHY FISHER-PRICE? WHY NOW?

Joining Fisher-Price means becoming part of a brand that’s shaped childhood for nearly a century—and is still going strong. It means working with purpose, because what we do genuinely matters to families around the world. It means working on a team that values creativity, inclusivity, and a sense of wonder. And most of all, it means having fun doing meaningful work.

Because at Fisher-Price, we believe that play is serious business. And if you do too, we’d love to hear from you.

*The pay range is indicative of projected hiring range, however base pay will be determined based on a candidate’s work location, skills and experience. Mattel offers competitive total pay programs, comprehensive benefits, and resources to help empower a culture where every employee can reach their full potential. 

Don’t meet every single requirement? At Mattel, we are dedicated to an inclusive workplace and a culture of belonging. If you’re excited about this role but your past experience doesn’t align perfectly with every qualification in the job description, we still encourage you to apply. You may be just the right candidate for this or other roles. Join Mattel's Talent Community and start receiving exciting updates about our company, our employees, and our culture. Also, interested in signing up for job alerts? Do so here!

How We Work:
We are a purpose driven company aiming to empower generations to explore the wonder of childhood and reach their full potential. We live up to our purpose employing the following behaviors:

• We collaborate: Being a part of Mattel means being part of one team with shared values and common goals. Every person counts and working closely together always brings better results. Partnership is our process and our collective capabilities is our superpower.
• We innovate: At Mattel we always aim to find new and better ways to create innovative products and experiences. No matter where you work in the organization, you can always make a difference and have real impact. We welcome new ideas and value new initiatives that challenge conventional thinking.
• We execute: We are a performance-driven company. We strive for excellence and are focused on pursuing best-in-class outcomes. We believe in accountability and ownership and know that our people are at their best when they are empowered to create and deliver results.

Who We Are:
Mattel is a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world. We engage consumers and fans through our franchise brands, including Barbie, Hot Wheels, Fisher-Price, American Girl, Thomas & Friends, UNO, Masters of the Universe, Matchbox, Monster High, MEGA and Polly Pocket, as well as other popular properties that we own or license in partnership with global entertainment companies. Our offerings include toys, content, consumer products, digital and live experiences. Our products are sold in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering generations to explore the wonder of childhood and reach their full potential.

Mattel’s award-winning workplace culture has been recognized by Forbes, Fast Company, Newsweek, Great Place to Work, TIME, and more.

Visit us at https://jobs.mattel.com/ and www.instagram.com/MattelCareers.

Mattel is an Equal Opportunity Employer where we want you to bring your authentic self to work every day. We welcome all job seekers, and all applicants will receive consideration for employment without regard to race, ethnicity, color, national origin, religion, sex, gender, gender identity or expression, sexual orientation, veteran and protected veteran status, disability status, and or any other basis protected by applicable federal, state or local law.

Pursuant to the Los Angeles Fair Chance Ordinance and the California Fair Chance Act, qualified applicants with arrest or conviction records will be considered for employment.

Videos to watch:
The Culture at Mattel
Corporate Philanthropy