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Mattel CEO Ynon Kreiz Is Rewriting a Toy Story

Strategic missteps and bad luck have added up to years of decline at the toymaker. Kreiz, the companys fourth CEO since 2012, is trying to flip the scriptand counting on Hollywood to play a starring role in its comeback.


Strategic missteps and bad luck have added up to years of decline at the toymaker. Kreiz, the companys fourth CEO since 2012, is trying to flip the scriptand counting on Hollywood to play a starring role in its comeback.

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