Ynon Kreiz

Ynon Kreiz is the Chairman and CEO of Mattel, the iconic toy company behind Barbie, Hot Wheels, and Fisher-Price. Since taking the helm in 2018, Kreiz has led a sweeping transformation of Mattel from a struggling toy manufacturer into an IP-driven entertainment company. His most visible achievement was the 2023 Barbie film produced in partnership with Warner Bros., which grossed over $1.4 billion worldwide and became one of the highest-grossing films of all time — a landmark moment in brand-led entertainment and marketing that redefined how toy companies can leverage their intellectual property. Kreiz brought deep media and entertainment expertise to Mattel, having previously served as CEO of Maker Studios, the YouTube multi-channel network acquired by Disney for approximately $500 million, and before that as CEO of Endemol, one of the world's largest independent television production companies responsible for global formats including Big Brother. His background spans digital media, content production, and international entertainment, giving him a distinctive lens for repositioning Mattel's brands as entertainment franchises rather than purely physical products. Under Kreiz's leadership, Mattel has developed an aggressive content and licensing strategy, with multiple film and television projects in development based on its toy brands. He has repositioned the company around the concept of 'IP management,' treating Barbie, Hot Wheels, and other brands as media properties with long-term franchise potential. His tenure represents a case study in brand revitalization through entertainment marketing at the highest level.

Last updated Oct 2, 2026 by ATDb automated enrichment