Frederica Peters (née Swallow) is the Regional Lead EMEA, Location Based Entertainment for Mattel. Frederica leads a team across Theme Parks and Permanent Attractions, Live Entertainment, Hospitality, and Exhibitions. With brands, such as Barbie™, Hot Wheels™ and Thomas & Friends™, in the Mattel portfolio, Frederica is an expert at creating memorable consumer experiences which empower the next generation to explore the wonder of childhood and reach their full potential.
Frederica is a specialist in creative project management and has launched attractions such as ‘Barbie: The Exhibition’ at the Design Museum London, ‘Thomas & Percy’s Submarine Splash’ at Drayton Manor Resort, the world’s first ‘All Engines Go’ theme park ride and managed a touring attractions portfolio including Hot Wheels Monster Trucks Live and Barbie: A Cultural Icon Exhibition.
Previously Frederica managed global events and marketing for the Virgin Racing Formula-E team, before leading the Sales, Events and Groups team for Hyatt UK as Events & Groups Director. Frederica has been in the industry over ten years since her graduation from the University of Nottingham.
