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Mattel Appoints Dena Cook as Global Head of Communications and Public Relations


Mattel, Inc. (Nasdaq: MAT) today announced the appointment of Dena Cook, veteran communications executive and former CEO of Brew, as Executive Vice President and Global Head of Communications and Public Relations. Ms. Cook will oversee all external and internal communications for the Company, with primary responsibility for managing and executing on Mattel’s corporate communications strategy across global audiences. Ms. Cook will report to Ynon Kreiz, Mattel’s Chairman and CEO.

Mr. Kreiz said: “Dena is a seasoned leader who has successfully developed and driven corporate narratives for partners, built and inspired agile, high-performing teams and executed flawlessly on major initiatives that align with business goals. I cannot think of a better partner to clearly and consistently communicate the Company’s purpose and journey as we transform Mattel into an IP-driven, high-performing toy company.”

“Joining a storied company like Mattel is an honor. Barbie, Fisher-Price and Hot Wheels are brands I love; they shaped my childhood, just as they – along with other Mattel brands – are shaping my son’s childhood today,” said Ms. Cook. “A company that creates this type of emotional tie across generations is a rarity. Mattel is on an incredible journey of transformation, and I’m thrilled to have the opportunity to communicate it globally.”

Most recently, Ms. Cook served as CEO of Brew, a highly-regarded communications firm that was acquired in 2016 by London-based communications consultancy Freud Communications. Prior to joining Brew, Ms. Cook served as a Senior Vice President of Zeno Group, and earlier in her career managed client accounts for the global firm Fleishman-Hillard. In 2017, Business Insider named Ms. Cook #1 on its list of the “51 best PR People in Tech.” Among the many leading brands on which she has worked over the course of her career are Nintendo, PlayStation, Sirius Satellite Radio and Zynga.

Ms. Cook serves on the Los Angeles Mayor’s Council on Technology and Innovation, the Los Angeles Executive Committee of Human Rights Watch and the board of directors of the Alliance for Children’s Rights. Ms. Cook received a Bachelor of Arts in International Relations at the University of California at Davis.

About Mattel
Mattel is a leading global children’s entertainment company that specializes in design and production of quality toys and consumer products. We create innovative products and experiences that inspire, entertain and develop children through play. We engage consumers through our portfolio of iconic franchises, including Barbie®, Hot Wheels®, American Girl®, Fisher-Price®, Thomas & Friends® and MEGA®, as well as other popular brands that we own or license in partnership with global entertainment companies. Our offerings include film and television content, gaming, music and live events. We operate in 40 locations and sell products in more than 150 countries in collaboration with the world’s leading retail and technology companies. Since its founding in 1945, Mattel is proud to be a trusted partner in exploring the wonder of childhood and empowering kids to reach their full potential. Visit us online at

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