Mattel Promotes Sara Rosales to Communications VP

Posted by Elena del Valle on January 30, 2006

Sara Rosales,  vice president, communications, Mattel Brands

Mattel appointed Sara Rosales to vice president, communications for Mattel Brands.  Rosales joined Mattel in 1996, most recently serving as vice president, national promotions and strategic global partnerships, developing brand-building national promotions with leading companies that market to families and youth.  In her new role, Rosales will assume direct responsibility for all domestic communications activities for Mattel Brands, including overall brand building programs, public relations initiatives and branded integration and product placement opportunities.

Prior to joining Mattel, Rosales worked for several leading national public relations agencies. She has worked on public relations projects with Univision, AltaMed Health Services, Knott’s Berry Farm, Sega, Absolute Vodka, Nestle, Coca-Cola, Baskin-Robbins, California Avocado Commission and the Tournament of Roses.

Sara was born in New York City, the eldest of three children. She grew up in Eagle Rock, California and considers herself a native of Los Angeles.  Her parents were born in Ecuador, making her a first generation American. She learned Spanish at home from her parents who only spoke to her in Spanish. Although Spanish was her first language, Sara learned to speak English in kindergarten. The Mattel portfolio includes some of the world’s leading and best-selling brands, including Barbie(r) and Hot Wheels(r), as well as a wide array of entertainment-inspired toy lines.