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Mattel creates new division for franchising brands

Mattel Inc. said Aug. 30 that it created a new division called the Global Franchise Management Group to seek commercial tie-ups for the toymaker's brands.

The California-based company appointed Janet Hsu, CEO of Saban Brands LLC, to lead the division as chief franchise management officer. Hsu will be tasked with developing new commercial opportunities for Mattel brands in areas including content development and distribution, consumer products, digital gaming, live events and strategic partnerships.

At Saban, Hsu oversaw the development and growth of several children's brands, including Power Rangers before it was acquired by Hasbro Inc. in June. She previously served as president and COO of Sanrio Inc., the U.S. unit of Hello Kitty brand owner Sanrio Co. Ltd.

In her new role, Hsu will report to Mattel President and COO Richard Dickson. The company did not indicate when the appointment takes effect.