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# Brandmakers with Ruth Henriquez, Head of Partnerships and Licensing at Mattel
- URL: https://www.thesubthread.com/brandmakers-podcast-ruth-henriquez-head-of-partnerships-and-licensing-at-mattel/
- Published: 2026-03-25T10:16:44.000Z
- Updated: 2026-03-30T19:24:26.000Z
- Author: Hannah Bowler
- Tags: #Brandmakers-podcast, #Podcast, Marketing, Brandmakers

[Listen on Spotify](https://open.spotify.com/episode/24mkPe9D1eGmO7RRydACzb?si=F%5F84DNDoTDipgyR8%5FGg9oQ&ref=thesubthread.com) [Listen on Apple Music](https://podcasts.apple.com/us/podcast/mattels-big-pivot-from-toymaker-to-global-entertainment/id1885174166?i=1000757242333&itscg=30200&itsct=podcast%5Fbox&ls=1&mttnsubad=1000757242333&ref=thesubthread.com) [Watch on YouTube](https://www.youtube.com/watch?v=LgtmTMNF624&ref=thesubthread.com) 

Welcome back to the Brandmakers podcast, where Hannah is joined by Ruth Henriquez who is head of licensing and partnerships at Mattel overseeing the IP for brands like Barbie, Hot Wheels, Uno and Masters of the Universe. 

In Mattel’s post-Barbie movie era, the company is shifting from a product-led business model to an IP-led one. At a time when advertisers are all finding ways to be ‘entertaining’ Mattel’s strategy is worth paying attention to. 

Season 1 of Brandmakers is presented by [SBS](https://wearesbs.com/?ref=thesubthread.com). Helping brands and independent agencies deliver smarter, high-impact programmatic advertising.