{"id":157400,"date":"2026-10-20T12:00:09","date_gmt":"2026-10-20T10:00:09","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=157400"},"modified":"2026-10-20T12:00:11","modified_gmt":"2026-10-20T10:00:11","slug":"mattel-reorganise-sa-structure-commerciale-europeenne-autour-des-canaux-de-distribution","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/loisirs\/mattel-reorganise-sa-structure-commerciale-europeenne-autour-des-canaux-de-distribution\/","title":{"rendered":"Mattel r\u00e9organise sa structure commerciale europ\u00e9enne autour des canaux de distribution"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Le fabricant de jouets <strong>Mattel r\u00e9organise <\/strong>sa structure commerciale en Europe. D\u00e9sormais, l&rsquo;entreprise g\u00e9rera ses \u00e9quipes commerciales par canal de distribution plut\u00f4t que principalement par pays. La cha\u00eene de magasins de jouets <strong>Smyths <\/strong>disposera m\u00eame <strong>de <\/strong>sa propre \u00e9quipe de direction.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Une approche plus personnalis\u00e9e pour les d\u00e9taillants<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Mattel, connu pour ses marques telles que Barbie, Hot Wheels et Fisher-Price, opte pour une nouvelle structure commerciale sur ses principaux march\u00e9s europ\u00e9ens. Celle-ci doit permettre au fabricant de jouets de r\u00e9pondre plus rapidement aux besoins vari\u00e9s des d\u00e9taillants et de d\u00e9ployer plus facilement \u00e0 l\u2019international les initiatives commerciales couronn\u00e9es de succ\u00e8s.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La nouvelle organisation s\u2019articule autour de cinq canaux de vente : les magasins sp\u00e9cialis\u00e9s dans les jouets, le commerce en ligne, les supermarch\u00e9s et le march\u00e9 de masse, le segment \u00ab value \u00bb et la croissance. Il est \u00e0 noter que la cha\u00eene de jouets Smyths, en raison de sa taille et de son importance strat\u00e9gique, se verra dot\u00e9e d\u2019une \u00e9quipe de direction commerciale distincte.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00ab Notre capacit\u00e9 \u00e0 r\u00e9pondre aux besoins sp\u00e9cifiques des diff\u00e9rents canaux de distribution et \u00e0 d\u00e9velopper des exp\u00e9riences d\u2019achat adapt\u00e9es \u00e0 nos partenaires constituera un moteur de croissance majeur au sein de Core Europe \u00bb, d\u00e9clare Apostolis Karampatzakis, responsable de Core Europe chez Mattel. Selon lui, cette r\u00e9organisation devrait d\u00e9boucher sur des plans commerciaux mieux cibl\u00e9s, une mise en \u0153uvre plus rapide et davantage d\u2019\u00e9conomies d\u2019\u00e9chelle.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Des nouveaux r\u00f4les cl\u00e9s<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Cette r\u00e9organisation s\u2019accompagne d\u2019une s\u00e9rie de nominations \u00e0 des postes de direction. Joel Sidney prendra la t\u00eate du canal de croissance, en mettant l\u2019accent sur les distributeurs et les nouvelles opportunit\u00e9s commerciales. Il sera \u00e9galement responsable du Benelux et de la Scandinavie.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Yves Mommaerts, qui travaille depuis plus de quinze ans pour Mattel en Belgique et en France, se voit \u00e9galement confier un r\u00f4le important. Il dirigera le canal des supermarch\u00e9s et du march\u00e9 de masse. Mommaerts apporte notamment son exp\u00e9rience du secteur fran\u00e7ais de la grande distribution et des n\u00e9gociations internationales avec les d\u00e9taillants.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Fernando Marco prendra en charge les magasins sp\u00e9cialis\u00e9s dans les jouets, tandis que Richard Skelton se concentrera sp\u00e9cifiquement sur Smyths. Tania Peres Karmann prendra la t\u00eate du canal \u00ab value \u00bb. Selon les pr\u00e9cisions fournies par Mattel, elle sera \u00e9galement responsable des clients e-commerce en Europe centrale. Par ailleurs, Mattel nomme Pauline de la Rivi\u00e8re au poste de responsable du marketing omnicanal et Anna Laura Siracusa en charge de la strat\u00e9gie et de la diff\u00e9renciation des canaux de distribution.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Avec cette nouvelle structure, Mattel entend renforcer son dynamisme commercial sur un march\u00e9 europ\u00e9en du jouet o\u00f9 les cha\u00eenes de magasins sp\u00e9cialis\u00e9es, les discounters, les supermarch\u00e9s et les plateformes en ligne n\u00e9cessitent chacun une approche diff\u00e9rente. L\u2019organisation Core Europe constitue, avec Pan EMEA Markets, la plus grande division commerciale de Mattel en dehors des \u00c9tats-Unis.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le fabricant de jouets Mattel r\u00e9organise sa structure commerciale en Europe. D\u00e9sormais, l&rsquo;entreprise dirigera ses \u00e9quipes commerciales par canal de distribution plut\u00f4t que principalement par pays. La cha\u00eene de magasins de jouets Smyths disposera m\u00eame de sa propre \u00e9quipe de direction.<\/p>\n","protected":false},"author":5,"featured_media":157401,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[28,20],"tags":[],"people":[],"extra":[43],"company":[2137,2092],"topic":[609,332],"region":[243],"class_list":["post-157400","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-loisirs","category-vrije-tijd","extra-plus","company-mattel","company-smyths-toys","topic-changement-de-direction","topic-restructuration","region-europe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Mattel r\u00e9organise sa structure commerciale europ\u00e9enne autour des canaux de distribution - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/fr\/news\/loisirs\/mattel-reorganise-sa-structure-commerciale-europeenne-autour-des-canaux-de-distribution\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mattel r\u00e9organise sa structure commerciale europ\u00e9enne autour des canaux de distribution - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Le fabricant de jouets Mattel r\u00e9organise sa structure commerciale en Europe. 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