Mattel Inc. has named Natalia Premovic as chief consumer products and experiences officer, effective Jan. 5, the company said.
Mattel’s newest executive will oversee global consumer products, experiences, publishing and location-based entertainment businesses. She will report to CEO Ynon Kreiz and be based at the company’s global headquarters in El Segundo, California.
Mattel is a global toy and family entertainment company whose brands include Barbie, Hot Wheels, Fisher-Price, American Girl, UNO and Masters of the Universe.
About Mattel’s new consumer products executive
Premovic joins Mattel from Netflix. She built the streaming company’s consumer products business from the ground up. Most recently, she served as head of consumer products for the United States, Canada, Australia and New Zealand. She also led global e-commerce.
During her tenure, she oversaw more than 150 partnerships worldwide and worked on initiatives including Netflix House, while helping extend franchises tied to series such as Stranger Things, Bridgerton, One Piece and Squid Game into consumer products and experiences.
“We welcome Natalia to Mattel at an exciting time for the company, as we continue to expand our entertainment offering and capture more value from our IP,” Kreiz said in a statement. “Her expertise building and scaling global consumer products businesses bodes well for Mattel’s next chapter.”
Before joining Netflix, Premovic spent more than a decade at The Walt Disney Co., where she held senior roles in global product management and retail channel strategy. Her work included launching new business models across Disney’s franchise portfolio, developing retail partnerships such as Disney Stores at Target, and contributing to the expansion of the company’s direct-to-consumer platform, ShopDisney.com.
Premovic holds a bachelor’s degree from Columbia University and lives in Los Angeles.
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