Mattel promoted Sanjay Luthra, who has worked with the company for 20 years, to Executive Vice President and Managing Director of its European, Middle Eastern and African (EMEA) region, reporting to Steve Totzke. “During Sanjay’s tenure, the EMEA business has become our fastest-growing international region,” said Totzke. “I look forward to Sanjay’s steadfast leadership as we continue in growth mode, operating as an IP-driven, high-performing toy company.”
Previously, Luthra served as Senior Vice President and Managing Director of Mattel EMEA for five years. He championed a European transformation plan focused on key retail customers, consumer-centric marketing and digital strategy, helping reshape Mattel EMEA as an organisation and restoring the company as a global market leader. Outside the U.S., EMEA was Mattel’s fastest-growing region in 2021, and in Mattel’s latest earnings report for Q1 2022, EMEA was the fastest-growing region with a 29% increase driven by growth across all markets.
Luthra was elected as Chairman of the Toy Industries of Europe Board in 2019. He has been at the forefront of adapting the toy industry to meet the challenges of a changing retail market throughout the uncertainties of Brexit and COVID-19. Luthra is an advocate for the power of toys to educate children, and for toy manufacturers to promote social change.