Mattel’s vision is “Creating the Future of Play” and the fact is, they are playing all over the world. Playing outside of your own backyard is not always easy - sometimes there are new obstacles, new play mates or even new rules. However, once you recognize that 95% of the children in the world live outside of North America you need to ensure you are well–equipped with the right team and the correct strategies for this new play area. In this session, you will learn about the global D & I and multicultural brand marketing strategies that Mattel deployed in and outside of the U.S. to appeal and reach a broad and more diverse consumer base and walk away with ideas that will inform your global D & I strategy as well.
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Graciela Meibar
vice president, Global Sales Training and Global Diversity
Mattel, Inc.
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Graciela G. Meibar is vice president of global sales training and global diversity for Mattel, Inc., a global leader in the design, manufacture and marketing of toys with approximately $6. billion in annual sales. In 2003, she was appointed to the position of vice president of global sales training and global diversity. This position was created as the result of a clearly identified strategic need within Mattel for a stronger focus on sales training and diversity worldwide.
As vice president of global sales training, Meibar is responsible for providing support to regional management’s worldwide sales teams, the global sales council and domestic sales management. In addition to the design and implementation of training programs, she also compiles best practices in sales and global account planning to optimize their use at Mattel. In her role as vice president of global diversity, she developed a global diversity strategy for Mattel and is involved in the deployment of all aspects of this strategy, from building a culture of inclusion and acceptance to creating an internal board of advisors and communication plan.
Meibar began her career at Mattel in 1984 as an Area Manager Analyst in the international division. She was promoted to Manager and later, Director of Planning for Latin America. From 1995 to 2003, she served as vice president of Latin America Export, managing the Caribbean, Central America, Panama, Ecuador, Bolivia and Peru. During this time, she doubled the business and changed the business model for Mattel in that region.