Mattel has formed a new global franchise management division with a focus on extending its properties into digital games, live events, content development and strategic partnerships.

The new group will be headed by former Saban Brands executive Janet Hsu, named Chief Franchise Development Officer. At Saban, Hsu oversaw licensing for its Power Rangers, Popples, and Luna Petuna brands, all of which were sold to Hasbro earlier this year.

Hsu’s hiring and the creation of a new division is part of an effort to “transform Mattel into a high-performing toy company” COO Richard Dickson said in a statement.

In her new position, Hsu said in a statement that she sees a chance to “massively expand the reach and influence of Mattel’s unparalleled collection of brands and IP, while extending their emotional connections with consumers.”

Contact:

Mattel, Janet Hsu, 310-252-2000, janet.hsu@mattel.com