The global licensing community is powered by an incredible group of professionals whose diverse backgrounds and creative energy drive innovation and excellence. We profile one of these professionals each week, and in this special edition of the People Profile series we are introducing one of the 2024 Rising Star Award recipients to shine a spotlight on their success.

How did you get into licensing (or how did licensing find you)?
I was inspired to go into licensing after working at Walt Disney World during university, where I loved seeing characters and movies come to life across so many different consumer touchpoints. When a role opened at Mattel EMEA, I jumped at the chance to work on the licensed action figure portfolio, which included Disney, Universal, WWE, and Microsoft.

What’s a “typical” day in your current position?
Every day at Mattel is different! I could be on set at a photoshoot, reading scripts, pitching to partners, or in strategy sessions with cross-functional teams. I love the variety and excitement in my role. 

What’s your biggest personal or professional accomplishment?
My biggest professional accomplishment is relaunching Barney the Dinosaur, with a refresh that spans content, consumer products, publishing, and live events. Barney is an icon loved by many Millennials (myself included!), and it’s rewarding to bring his important lessons of love, imagination, music, and dancing to the next generation. A close career highlight has to be chaperoning Barney to Heidi Klum’s Halloween Party, where he attended as a VIP guest. 

What are the most significant trends or changes that you’ve seen in the business in recent years?
The media landscape and kids’ viewing habits have continued to rapidly evolve, which has impacted how we approach business and marketing strategy across franchise touchpoints.

What keeps you up at night? What’s your biggest challenge these days?
New ideas for bringing Barney to life always keep me up at night! There is a lot of opportunity with this franchise, and determining how to prioritize and execute it is a great challenge.

In your opinion, what is the top skill every licensing executive should have in order to succeed?
Knowing your brand and consumers inside out, combined with creativity, is key. The numbers are important in a competitive business, but success comes from understanding what your consumers want and how to cut through the noise.

What’s the best piece of advice you’ve ever received, or what’s your favorite quote?
My dad always says, “Every day is a school day (but only if you are paying attention!).”

What is your favorite licensing deal of all time? (It doesn’t have to be one that was signed by you.)
Barney x Crocs! The toesie jibbitz and the “I Love You” lyrics on the strap—so cute and comfy!

If you weren’t in licensing, what would you be doing now?
If I wasn’t working in a licensing or brand role, I would be living in the Rocky Mountains as a ski instructor. Fun fact, I have my Level 2 Canadian Ski Instructors Alliance qualification!

The last licensed product I bought was…
The Barbie x BÉIS mini weekender—such a handy travel bag and the perfect pink.

What does it mean to you to be named a Rising Star?
Being named a Rising Star is such an honor. I’m lucky to be surrounded by such talented people in my cohort, and it’s incredibly rewarding to be recognized for the work I love in an industry I’m passionate about.