As Mattel’s vice president of global location based entertainment, Julie Freeland spearheads the vision and execution of live events and attractions that animate Mattel’s iconic brands. Her strategic leadership is central to expanding Mattel’s presence beyond toys, crafting memorable and immersive experiences for fans across the globe.
Freeland manages critical partnerships and develops groundbreaking attractions, from expansive theme parks and entertainment destinations, like the forthcoming Mattel Adventure Park in Glendale, Arizona, to innovative immersive exhibits and dynamic live events. She collaborates closely with creative and operational teams, ensuring each experience authentically reflects Mattel’s brand values and resonates with diverse global audiences.
Her portfolio of successes includes the acclaimed Hot Wheels Monster Trucks Live global tour, Barbie Bahamas Beach Vacation at Atlantis, Barbie: The Exhibition at the Design Museum London, and the enduring Day Out With Thomas tour. These initiatives, alongside new ventures such as the Hot Wheels Stunt Show and Barbie Dream Fest to name a few, underscore the remarkable growth trajectory of Mattel’s Location Based Entertainment.
Leveraging her extensive expertise in the entertainment and attractions sector, Freeland fosters collaborations with leaders across the industry. Freeland brings Mattel’s intellectual properties to life, significantly enriching fan engagement and cultivating deep brand loyalty worldwide.