Frederica Peters

Live Events and Location Based Entertainment - Regional Lead, Emea @Mattel, Inc.

London, GB

Leading EMEA live events team (3 pax) and LBE business across Live Entertainment, Hospitality, Theme Parks, Permanent Attractions, Family Entertainment Centers and Traveling Exhibitions in Europe, Middle East and Africa.• Responsible for licensed entertainment strategy and driving business development; securing licensing deals, negotiating contracts, overseeing the design development of all EMEA attractions and account management of Tier 1 partners.• Create memorable consumer experiences, increasing customer engagement with the brand and generating revenue/merchandise opportunities. • Marketing and operational oversight of all attractions including projects such as “Thomas Land at Drayton Manor Resort”, “Day Out With Thomas™”, “Barbie® You Can Be Anything: The Experience”, “Barbie®: The Exhibition” and “Mission: Play! By Mattel™” Abu Dhabi. Responsible for international tour partnership for “Hot Wheels Monster Trucks Live” across Europe, Middle East, Mexico, Asia and Australia. • Managing multi-million USD budget and managing year on year growth targets.o Judge for Blooloop Innovation Awards 2023 & 2024.With a passion for play; we deliver Big Brands and Big Opportunities.