Mattel UK restructure splits head role in two

Mattel UK has split its marketing director role into two “business unit managers” – a move that appears to downgrade the importance of marketing at the toy company.

Sara Reader and Simon Waldron, both experienced sales and marketing employees at Mattel UK, have been promoted to the roles, filling the vacuum left by the departure of former marketing director David Allmark (MW August 23, 2001).

The unusual job title mirrors Mattel’s US marketing department structure, according to a spokeswoman. Mattel UK has been run for the past year by Mattel UK general manager Eugene Murtha, a former head of marketing at Mattel US.

Mattel UK says nothing should be inferred from its decision not to replace Allmark directly. “We’re a big company now, so it makes sense to split the role,” says the spokeswoman.

Murtha says: “In our search for a marketing director it soon became clear that we had two exceptional candidates within the company, [both of whom] had the wealth of experience and existing knowledge of the business to take on the role of running the marketing department between them.”

Last year, he says, was the company’s best to date in the UK market, thanks to licensed properties such as Harry Potter, Winnie the Pooh and Blue Clues, as well as new launches What’s Her Face and Miracle Baby. Mattel’s core brands – Barbie, Fisher-Price and Hot Wheels – also enjoyed a “phenomenal” year.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here