Ruth Henriquez, Head of Consumer Products, Publishing, and LBE for the Mattel EMEA region, is a veteran of the company. In her current role, Ruth oversees the entire consumer products, publishing, and location-based entertainment portfolio across all Mattel IP brands, as well as further integration of the CP division into franchise marketing and live events. 

Ruth has enjoyed a successful decade at Mattel EMEA and possesses expert knowledge of its products, having worked on every brand in the Mattel portfolio both at local and regional level.

Join Ruth Henriquez as she explores how Mattel and Barbie create fans not consumers. Her session on the Hexagon Stage at MAD//Fest on 2 July delved into the Barbie journey of innovation and transformation, highlighting Mattel's bold brand strategy, groundbreaking collaborations, and visionary approach to marketing and advertising. 

She also explores the future of brand storytelling and consumer engagement across the Mattel brands, as the company takes their brands beyond the toy aisle. To find out more, watch Ruth’s session here.