Julie Freeland is Mattel‘s vice president for global live events and attractions. In this role, she leads the creation and implementation of live events and attractions that bring Mattel’s beloved brands and characters to life through engaging interactions. Her work plays a key role in expanding the presence of Mattel’s brand portfolio beyond conventional toys, transforming it into memorable and immersive experiences for audiences of all ages around the globe.
Freeland manages partnerships and develops large-scale attractions, such as theme parks, immersive installations, and live events centred on cherished Mattel brands. She collaborates closely with creative and operational teams to guarantee that each experience reflects Mattel’s brand values and connects with fans in various regions.
She has brought Mattel’s live experiences to global markets, enabling fans worldwide to enjoy immersive attractions regardless of location.
One of the flagship projects under Freeland’s leadership is the Mattel Adventure Park in Glendale, Arizona, showcasing attractions themed around Hot Wheels, Barbie, Masters of the Universe, and Thomas & Friends. This development represents a significant step for Mattel in the theme park sector.
Freeland has established partnerships with top players in the entertainment and attractions sectors to enhance Mattel’s brands. This involves collaboration with firms focusing on theme park design, interactive exhibits, and family-oriented events. Her strategy emphasises bringing Mattel’s intellectual properties to life, enriching fan engagement and fostering brand loyalty.
Freeland has extensive experience in the entertainment and attractions sector, specialising in event planning, brand management, and strategic partnerships. This background equips her to spearhead Mattel’s growth in live experiences, a domain that demands a grasp of creative storytelling alongside operational execution.
Julie Freeland has played a vital part in turning Mattel’s renowned brands into engaging, interactive experiences for fans. Her guidance actively enhances Mattel’s footprint in live events, boosting the company’s growth and connection with its worldwide audience.