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Mattel adds three executives to push brands beyond the toy aisle. Samantha Juneman, Gerardo Leon, and Rahul Lakhwani join the company as Mattel builds out the team supporting its brand-driven growth strategy. Mattel is adding new firepower behind its push to turn brands into broader entertainment and consumer platforms. Samantha Juneman, Gerardo Leon, and Rahul Lakhwani joined the company on Aug. 31 in senior roles spanning music, consumer products, and strategy and operations. Natalia Premovic, Mattel's Chief Consumer Products and Experiences Officer, shared the appointments on LinkedIn. Juneman joins as Head of Music, reporting to Premovic. She will lead efforts to make music a bigger piece of Mattel's franchise strategy across content, products, marketing, and experiences. Juneman brings more than 15 years of music and entertainment experience and most recently led legacy artist management at Iconic, working with a roster that includes Wu-Tang Clan, Cher, and The Beach Boys. Leon returns to Mattel as Head of Consumer Products for the U.S., Canada, Australia, and New Zealand. Reporting to Meredith Norrie, Head of Global Consumer Products, he will focus on building larger cross-category programs with retailers and licensing partners. Leon spent the past five years at Netflix, where he worked on strategy and business development with Walmart, Target, and Amazon, and helped establish the company's food and beverage and beauty licensing businesses. Lakhwani joins as Head of Strategy and Operations for Consumer Products and Experiences, reporting to Premovic. He most recently led strategy for Fever Originals' global portfolio of live experiences and brings experience across consumer products, entertainment, and gaming. The hires add specialized leadership as Mattel continues extending its IP beyond toys through licensing, content, experiences, music, and other consumer touchpoints. Toy Book Newsroom. Staff contributors provide breaking news and daily updates from The Toy Book Newsroom. The Toy Book has been on the #pulseofplay serving the North American toy industry since 1984.

Mattel's Ynon Kreiz joins Paley Summit to discuss Global Franchises. The Mattel Chairman and CEO will take the stage with Kevin Mayer for a conversation about Hollywood's evolving franchise business. Mattel Chairman and CEO Ynon Kreiz will join a roster of media, entertainment, technology, and business leaders at the 2026 Paley International Council Summit in New York this fall. The Paley Center for Media will host the summit Oct. 19-21 at The Paley Museum in Midtown Manhattan. This year's program, Global Media in Focus: Power, Platforms, and Perspective, will tackle topics ranging from artificial intelligence and gaming to fandom, consumer behavior, sports, and the changing media landscape. For the toy industry, Kreiz's appearance stands out. On Oct. 20, he will participate in "Global Franchises and the Evolution of Hollywood," a session examining the business of building and extending entertainment properties. Kevin Mayer, Founding Partner at Smash Capital, Executive Chairman at Candle Media, and Candle Media Co-Founder and Co-CEO, will join Kreiz. The conversation arrives as Mattel continues pushing its brands well beyond the toy aisle. Under Kreiz, the company has leaned heavily into an IP-driven strategy spanning film, television, digital experiences, consumer products, and licensing, with properties including Barbie, Hot Wheels, Masters of the Universe, Matchbox, and more feeding a growing entertainment pipeline. The summit will also feature executives from Sony Group, Take-Two Interactive, McDonald's, Mastercard, General Motors, Yahoo, Goldman Sachs, and other global companies. For Mattel, which was named "Manufacturer of the Year" in The Toy Book's 2026 Pulse of Play Awards, Kreiz's place on the agenda puts the company squarely inside a broader industry conversation about what makes a franchise travel and how brands turn audiences into long-term businesses. For more on this year's Paley Summit, visit the official site. Toy Book Newsroom. Staff contributors provide breaking news and daily updates from The Toy Book Newsroom. The Toy Book has been on the #pulseofplay serving the North American toy industry since 1984.

Mattel names Maluma, Supercar Blondie, and Robert Lewandowski as its first-ever Hot Wheels Class of Legends in new Challenge Accepted campaign. EL SEGUNDO, Calif. - WEBWIRE - Friday, August 28, 2026 * Hot Wheels Class of Legends: Global icons Maluma, Supercar Blondie, and Robert Lewandowski headline the new Challenge Accepted brand platform * The 2026 Global Legends Collection featuring die-cast cars co-designed by the Hot Wheels Class of Legends is now available for pre-order on Mattel Creations * Pop-Up Event: Hot Wheels will open an immersive fan experience for all ages in Venice, Calif., featuring life-size car displays and hands-on play * Giving Back: Hot Wheels is donating $100,000 to Maluma's foundation, El Arte de los Sueños, to inspire a challenger spirit in the next generation Today, Hot Wheels announced Challenge Accepted, a global campaign championing the challenger spirit and the mindset that drives people to take risks, defy expectations and chase their passions. Throughout September, Hot Wheels will spotlight those who turn obstacles into opportunities and prove that the road to becoming legendary begins with the willingness to take on the next challenge. At the center of the campaign are three global icons who have forged their own paths to success: global music superstar Maluma, the largest automotive content creator in the world and entrepreneur Supercar Blondie, and soccer champion Robert Lewandowski. Together, they form the first-ever Hot Wheels Class of Legends, bringing three distinct stories of ambition and perseverance all while showing what it means to accept the challenge. To commemorate, Hot Wheels also revealed today the first Global Legends Collection of die-cast cars to bring their stories to life. Each Legend has collaborated with Hot Wheels to co-design a collector-worthy die-cast car inspired by their personal experiences, automotive passion and challenger spirit. The result is the 2026 Global Legends Collection, the first Hot Wheels collection of its kind, featuring three vehicles that bring each legend's story to 1:64 scale. To kick off the campaign, Hot Wheels will be hosting a pop-up experience at The Brig in Venice, Calif., free for fans from August 28 - August 30. Guests will be able to see the Hot Wheels Class of Legends cars on display, see life-size Hot Wheels cars with exclusive giveaways, free beverages from AriZona Beverage Company and photo opps, including the introduction of Hot Wheels Zine, Hot Wheels' first-ever print "zine", available exclusively at the pop-up. Alex Ries, VP, Global Head of Hot Wheels at Mattel, said: "Hot Wheels has always represented that moment when you decide to go for it, to take an idea, a dream or a challenge and see just how far you can push it. The challenger spirit is universal, and Maluma, Supercar Blondie and Robert Lewandowski each embody it in a completely unique way. They've taken risks, challenged expectations and continued to push forward to become legends in their own worlds. We are proud to welcome them to our inaugural Hot Wheels Class of Legends and can't wait for fans all over the world to see their Challenge Accepted journeys." 2026 Global Legends Collection Maluma's Toyota Land Cruiser FJ60 channels his Colombian roots and adventurous spirit, representing his drive to explore, take risks and keep moving forward. Maluma said: "I've always believed in taking risks and trusting yourself, even when the path isn't easy. Hot Wheels has been part of my life since I was a kid, so bringing my passion for cars together with my own journey through this collection is really special." Supercar Blondie's Lamborghini Huracán LP 610-4, "Lucy," immortalizes her first supercar, which has become synonymous with her rise in the automotive world and her decision to create a lane entirely her own. Alex Hirschi, Supercar Blondie, said: "It's just a part of who I am, always saying yes to the next challenge, and I know it's a challenge if it scares me. That's how I've been able to grow. It's nice feeling comfortable sometimes but accepting the next challenge is where success lies." Robert Lewandowski's '97 Porsche 911 GT1 reflects the precision, performance and relentless pursuit of excellence that have defined his career at the highest level of the sport. Robert Lewandowski said: "For me, the biggest challenge is always the next one. My journey has taught me that success comes from discipline, hard work and always looking for ways to improve. That's the mindset I bring to everything I do." Together, the three die-cast cars capture a piece of each individual's story, designed to represent their passions and paths into Hot Wheels Legends and reminding fans that every legendary journey starts with accepting a challenge. Throughout September, fans can go deeper into the stories behind the Class of Legends through the Hot Wheels Challenge Accepted: Legends series across Hot Wheels social channels. The three-part content series will feature episodes with each Legend called Hot Wheels Challenge Accepted: Design Studio, Speed Round, What Drives Me, giving fans an inside look at each legend's path to success, personal connection to car culture and the defining challenges that shaped their careers. To inspire the next generation with the challenger spirit, Hot Wheels is proud to donate $100,000 to El Arte de los Sueños. Founded in Colombia by Maluma and his sister, the organization uses the arts to help vulnerable youth overcome difficult environments. This contribution directly funds programs in singing, music production, dance, and composition, alongside vital psychological support to help teenagers navigate life's challenges. Lastly, as part of the Challenge Accepted brand platform, Hot Wheels is working with Dr. Becky Kennedy, clinical psychologist and parenting expert, on a special series of her podcast, Good Inside with Dr. Becky. Debuting in September, each episode will feature an exclusive guest to talk about how early play experiences have shaped their Challenger spirit. Official details, podcast schedule and list of guests to be announced soon. The 2026 Hot Wheels Global Legends Collection cars are available now for pre-order exclusively on MattelCreations.com for $25 each. For more information, follow Hot Wheels on social media or visit HotWheels.com/Challenge-Accepted. About Mattel Mattel is a leading global play 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(R), Hot Wheels(R), Fisher-Price(R), American Girl(R), Thomas & Friends(TM), UNO(R), Masters of the Universe(R), Matchbox(R), Monster High(R), and Polly Pocket(R), 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. Visit us at mattel.com. WebWireID359704 This news content was configured by WebWire editorial staff. Linking is permitted. 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