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Sanjay Luthra

Sanjay Luthra

EVP Managing Director EMEA & Global DTC, Mattel

Sanjay Luthra is the EVP Managing Director EMEA & Global DTC at leading global toy company Mattel. With one of the world’s strongest portfolios of children’s and family entertainment franchises, Mattel’s brands include Barbie, Hot Wheels and Fisher-Price.

Sanjay also leads Mattel’s direct-to-consumer business globally, a powerful catalyst for digital transformation, innovation, and greater consumer connection across the company. His relentless challenger mindset, coupled with a focus on the consumer and digital strategy, has driven the DTC platform to exponential growth, making it one of the fastest-growing business units within Mattel, since its launch in 2020.

Sanjay’s vast experience in the toy sector spans three continents, from his native India to Canada, Germany and most recently the UK. Over two decades he has built an in-depth knowledge of international demand creation, and a deep understanding of the retail sector in APAC, North America and EMEA.

As Chairman of Toys Industries of Europe, he is a passionate advocate for the power of toys to educate children and promote social change, such as encouraging inclusion and diversity


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