Steve Totzke

President & Chief Commercial Officer, Mattel

Search every verified Steve Totzke interview, podcast appearance, and on-the-record quote — each transcript cross-checked by AI and human review to confirm speaker identity. In a September 2024 podcast appearance, Steve Totzke, President and Chief Commercial Officer at Mattel, discussed the company's enduring market position and evolving retail strategy. Totzke noted that Mattel has remained the number one toy company in the U.S. for 30 years, with Barbie, Hot Wheels, and Fisher Price still leading their respective categories. He stated that 25 to 30% of toy purchases are now made online, requiring the company to keep its digital assets "relevant, sharp, and engaging." Totzke described an "all-channel growth strategy" in which products are designed in partnership with retailers, noting that the toy shopper "shops more often, spends more, and travels throughout the store more frequently." Totzke highlighted the adult consumer as the fastest-growing toy segment, citing Mattel Creations, launched three years ago, as one of the company's fastest-growing business segments, driven by nostalgia and collectors. He said Mattel's strategy includes growing its IP-driven toy business and expanding its entertainment offerings through partnerships with licensors like Disney, Universal, and Warner Brothers, as well as leveraging its internal IP vault. Regarding direct-to-consumer sales, Totzke noted that Mattel operates large DTC channels through American Girl and Mattel Creations but prefers partnering with retailers for main line products. He also discussed the use of AI in design, marketing content, and translations, while emphasizing caution around safety, compliance, and data privacy for products aimed at younger consumers.