Mattel promotes PJ Lewis to head up Fisher-Price Entertainment

Longtime Mattel exec PJ Lewis has been promoted and tasked with an expanded remit as SVP, global head of action figures and Fisher-Price Entertainment.

Lewis has been heading up action figures and plush at a VP level for five years, so the Fisher-Price preschool brand—which includes Barney and Imaginext toys—is the new addition to his management portfolio. He’s still based in LA and reports to EVP and chief brand officer Lisa McKnight. 

Lewis first joined Mattel in 2006 as a manager of entertainment business development. But he has worn several hats over the years, including overseeing brand marketing for Monster High (which hit US$1 billion in retail sales under his leadership) and building partnerships with major studios such as Disney/Pixar and Universal. 

He also played a significant role in establishing Mattel’s partnership with Minecraft, and secured the Star Wars license that yielded category-topping plush toy Baby Yoda, which became the fastest pre-selling product in the company’s e-commerce history.

Mattel has been actively shoring up its Fisher-Price leadership of late. Just last month, the company brought former VP of sales Brian Fitzharris back in as GM and SVP for the powerhouse brand.