By Allison Watkinson
TLL Reporter
Mattel has promoted Sanjay Luthra (in photo at right) to take on the role of chief commercial officer as Steve Totzke steps down from his leadership roles at the company.
“Steve has built a world-class commercial organization, deepened our relationships with retail partners, and expanded our global reach while developing countless team members at Mattel,” said Mattel CEO, Ynon Kreiz. “Sanjay is a Mattel veteran who has steered EMEA’s transformation to achieve record sales and growth during his tenure, and expanded Mattel’s leadership across the region in key categories.
“On behalf of our Board and everyone at Mattel, we thank Steve for his passion and many contributions, and I am personally grateful for his years of partnership. We look forward to Sanjay’s impact in executing our brand-centric strategy to grow our IP-driven play and family entertainment business.”
Sanjay Luthra first joined the company in 2003 and has served in leadership roles across India, Canada and Eastern Europe.
During his time leading Mattel’s EMEA operations, Sanjay implemented a range of modern commercial capabilities, advanced omni-channel selling, digital retail initiatives and more.
“I have been honored and humbled to be part of this iconic company for the past two decades and across three continents and six countries,” said Luthra. “I am grateful for the opportunity to lead Mattel’s commercial organization into the future.
“With Mattel’s incredible portfolio of brands, deep partnerships, and a talented team, we are well positioned to lead the industry in growth, innovation, and impact.”
In his new role as chief commercial officer, Luthra will expand his responsibilities to include overseeing all of the company’s global sales and commercial operations.
Totzke will continue to work at the company as an executive advisor and the president of strategic transition through December 31, 2026 to ensure a smooth transfer of his professional duties.
“It has been the privilege of a lifetime to be part of Mattel and an industry I have called home for the past 30 years,” said Totzke. “The pride in what our commercial organization has created with our global partners is matched only by the impact we make on the lives of children and families around the world with our products and experiences.
“I am pleased to pass the baton to the very capable hands of my partner and friend, Sanjay, and the entire commercial leadership team, and I look forward to seeing Mattel continue to shine.”
Mattel is a global toy and entertainment company that represents an extensive portfolio of wholly-owned and licensed brands and IP.
The company offers a wide range of content, products and experiences including toys, consumer products, interactive games, movies, digital experiences, TV, music, live events, experiential entertainment and more.