Mattel appointed Tarek Moussawer as Commercial Lead for the Middle East. Based in Dubai, Moussawer will represent the company across the region and support its commercial priorities.
He brings more than 20 years of leadership experience in retail, licensing, franchise development, commercial strategy and omnichannel transformation. His career has been built on roles that required close collaboration with consumer‑facing businesses throughout the Gulf and wider Middle East, giving him a deep operational knowledge of the market dynamics that shape retail and entertainment sectors.
His background in omnichannel transformation is especially relevant as retailers increasingly blend physical stores with digital platforms, a trend that Mattel is keen to leverage in the region.
The appointment aligns with Mattel's strategy to expand its brand‑centric and IP‑driven business. The American multinational toy manufacturer continues to grow the reach of its iconic portfolio across toys, consumer products, retail partnerships and family entertainment experiences.
"The Middle East represents a significant opportunity for Mattel as we continue to expand the reach of our iconic brands across products, partnerships and experiences," said Sebastian Trischler, Vice President and Head of Pan EMEA Markets. Trischler added that Moussawer's deep understanding of the region, combined with his commercial and strategic expertise, positions him to support long‑term ambitions.
The move underscores Mattel's confidence in the region's potential and its commitment to investing in talent that can translate that potential into tangible results for the business and its partners.
Frequently asked questions
Who is Tarek Moussawer and what role does he hold at Mattel? Tarek Moussawer is Mattel's Commercial Lead for the Middle East, based in Dubai, responsible for driving growth and commercial priorities across the region.
When was Tarek Moussawer appointed as Mattel's Commercial Lead? Mattel announced his appointment.
What are Mattel's growth ambitions in the Middle East? Mattel aims to expand its iconic brands through retail partnerships, licensing opportunities, and family entertainment experiences, leveraging omnichannel transformation to capture market potential in the region.
How will the new Commercial Lead role impact the UAE toy market? By strengthening leadership, Mattel plans to deepen relationships with local retailers, enhance licensing deals, and introduce cohesive brand experiences that could boost the UAE toy market's growth.
Source: TradeArabia
