Mattel, an American multinational toy manufacturing and entertainment company, has appointed Tarek Moussawer as its new Commercial Lead for Middle East region.

Based in Dubai, Tarek will represent Mattel across the region and support the company's commercial priorities and long-term growth ambitions as it continues to expand its brand-centric and IP-driven business across the Middle East.

He brings more than 20 years of leadership experience across retail, licensing, franchise development, commercial strategy and omnichannel transformation, having worked with consumer-facing businesses throughout the region, said the company in a statement.

His appointment comes as Mattel continues to grow the reach of its iconic portfolio across toys, consumer products, retail partnerships and family entertainment experiences throughout the Middle East, it stated.

Lauding the appointment, Sebastian Trischler, the Vice President and Head of Pan EMEA Markets, said: "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."

"Tarek's deep understanding of the region, combined with his commercial and strategic expertise, makes him exceptionally well placed to support our long-term ambitions and drive continued growth across the Middle East," he added.-TradeArabia News Service