Interview with Sanjay Luthra, Mattel

By Peter Thomas

He has been setting the agenda for Mattel at International Toy Fair in Nuremberg for more than 20 years: Sanjay Luthra is Executive Vice President and Managing Director for Europe, the Middle East and Africa (EMEA), as well as Global Head Direct to Consumer for the US industry giant. Shortly before the 75th International Toy Fair, he spoke to Spirit of Play about, among other things, the role of the world's leading trade fair for the long-established company Mattel.

Mr. Luthra, how excited are you about the Spielwarenmesse? And which highlights are you looking forward to?

Sanjay Luthra: For the entire industry, Spielwarenmesse is always a moment of reconnection, inspiration, and momentum: It sets the tone for the year ahead. I’m particularly excited about showcasing in 2026 our next wave of innovation across our established IP portfolio, as well our new brands such as Mattel Bricks and seeing the creative energy from across the industry.
Let’s talk about 75 years of Spielwarenmesse: What significance does the fair hold for Mattel today after this long existence? And what developments have been particularly notable in recent years?

Sanjay Luthra: First of all, congratulations to Spielwarenmesse on this massive milestone! Mattel sets trends at the International Toy Fair, deepens personal contacts and establishes new partnerships. In recent years, we’ve seen a powerful shift: the blending of toys, entertainment, and digital. The fair has evolved constantly alongside that, offering a true 360-degree view of the industry.

Since when has Mattel been present at the Nuremberg Toy Fair? And since when have you attended?
Sanjay Luthra: Mattel has been attending for decades, and as one of the most recognized names in the industry, Nuremberg is a fixture on our calendar. Personally, I’ve been setting the agenda on behalf of Mattel for over 20 years at the Fair and always take the full week to spend as much time with as many customers and partners as possible. There’s always something new to discover and someone new to meet.

Looking back at the Mattel anniversary in 2025: What is your overall assessment?
Sanjay Luthra: 2025 was a landmark year for us, a heartful celebration of 80 years of innovation, creativity and purpose. Through global and local activations, we re-energized our teams, celebrated our retail partnerships, and reignited the power of play for fans worldwide. The toy industry is also back to growth and we’re proud of the role we play in that now and for the future.
 

Celebrating Mattel’s 80th anniversary at Spielwarenmesse 2025 (from left to right): Nicolas Houssin, Mattel VP Marketing EMEA; Sebstian Trischler, Mattel Vice President and Country Manager DACH; Florian Hess, Spielwarenmesse eG Member of the Executive Board; Lisa McKnight, Mattel Executive Vice President and Chief Brand Officer; Sanjay Luthra, Executive Vice President and Managing Director for Europe, the Middle East and Africa (EMEA); Steve Totzke, Mattel President and Chief Commercial Officer; Christian Ulrich, Spielwarenmesse eG Member of the Executive Board and Spokesperson; Jens Pflüger, Spielwarenmesse eG Member of the Executive Board.

Mattel GmbH was founded in 1966, which means the company has been present in Germany for 60 years. Will there be celebrations? Are there product highlights planned specifically for the German market?
Sanjay Luthra: Since 1966, Germany has become one of the most important markets for Mattel. In this time our company has developed a special relationship to this country. And yes — we will absolutely mark 60 years of Mattel GmbH with purpose and pride. There will be market-specific retail activations, collector editions, and tailored marketing moments that resonate with our German consumers.

The next anniversary is approaching; Hot Wheels will celebrate its 60th birthday in 2028. How vibrant is the brand today?

Sanjay Luthra: Hot Wheels is more vibrant than ever. It's a cross-generational powerhouse and one of the fastest growing brands in the toy industry. With brand storytelling, live experiences, gaming integrations and collector crossovers, we're accelerating toward the 60th anniversary with full speed. Our innovation in track systems has unlocked even more creative play. In 2025 we had another consecutive year of growth and to top it off, the 2025 Hot Wheels Legends Tour smashed records, drawing over 300,000 people to our events of standout custom builds from nine countries within EMEA region with Poland winning the global contest.Sanjay Luthra: Hot Wheels is more vibrant than ever. It's a cross-generational powerhouse and one of the fastest growing brands in the toy industry. With brand storytelling, live experiences, gaming integrations and collector crossovers, we're accelerating toward the 60th anniversary with full speed. Our innovation in track systems has unlocked even more creative play. In 2025 we had another consecutive year of growth and to top it off, the 2025 Hot Wheels Legends Tour smashed records, drawing over 300,000 people to our events of standout custom builds from nine countries within EMEA region with Poland winning the global contest.

Mattel entered a new segment with Brick Shop: What are the initial learnings? And which new products can fans expect in 2026?
Sanjay Luthra: Mattel Brick Shop is a bold new chapter. The initial response has been overwhelmingly positive. New consumers and fans appreciate our unique approach to building play, especially our storytelling integration with Hot Wheels. In 2026, expect new IP crossovers, expanded modular playsets and exclusive collector builds. And we are just getting started!

Mattel Brick Shop aligns with the current kidult trend. Does this also carry over into other Mattel brands and product categories?
 

Sanjay Luthra: Absolutely. Adult fans are not a side segment, they are a massive, growing audience. Whether it’s Hot Wheels collectors, Barbie fashion drops, or Masters of the Universe fans, we are seeing demand for premium, story-rich, nostalgia-powered experiences across our portfolio and licensed power brands such as DC and Disney. 

How is direct-to-consumer engagement through limited editions on Mattel Creations developing? What is the status of the program, and what can we expect in 2026?
Sanjay Luthra: Mattel Creations is one of our fastest-growing business units. It's become a cultural canvas, where toys meet art, design and innovation. In 2025, we launched the German platform with more localisation and speed for the German user. In 2026, we’ll build on our global expansion, with more localised drops, artist collabs, and experiential moments that connect collectors with our brands in unforgettable ways.

Overall, how do you assess the development of the toy market from Mattel’s perspective? Which trends does Mattel currently consider key and relevant for the near future?
Sanjay Luthra: We see a vibrant toy industry. Play is universal — but how families play is changing. The key trends we’re tracking closely include: Adult fans and cross-generational play, the merging of digital and physical experiences, IP and franchise-led ecosystems and sustainability and purpose-driven play. In DACH and globally, we are leaning into those trends with intentionality and heart. The opportunity ahead is massive — and we’re ready for it.
 

About the author
Telling stories about technology and people: This has fascinated Peter Thomas, the journalist, author, cultural scientist and lecturer for more than 30 years. Technical toys are always in focus, from construction kits to interactive digital educational toys. After studying and working as a research assistant at university, Peter Thomas writes for daily newspapers, magazines and corporate publications in German and English-speaking countries. In addition to the world of games, his focus is on mobility, security, energy and medical technology.