Senior Vice President of MEGA & Global Head of Construction Category
Bisma Ansari is Senior Vice President of MEGA and Global Head of Construction Category at Mattel. Appointed to the role in 2016, Bisma oversees the global construction category, which is the 4th largest category in the $XB toy industry. MEGA is the category challenger and Bisma brings her business acumen, challenger mindset & consumer first approach to deliver differentiated building sets to kids of all ages, parents and collectors.
Today, Bisma leads global brand strategy with her talented design & marketing organization and collaborates with regional commercial teams to activate retailer programs and consumer marketing campaigns. Bisma leads her team to bring product innovation to market, and partners with entertainment franchises like Microsoft, Nickelodeon and Pokemon to introduce newness that resonates with kids and families across the globe.
Over Bisma’s 15-year tenure at MEGA, she has served in a variety of leadership roles. Most recently, Bisma was Vice President of Marketing, where she led the campaign strategy, consumer events and digital marketing teams. Previously, she held a variety of brand management positions across the portfolio, including Boys Brand Director and Preschool Brand Manager.
Bisma received a bachelor’s degree in Marketing from Concordia University. She serves on the Board of Directors of Women in Toys, Licensing and Entertainment (WIT) and is a founding member of La Ruche Montreal, a non-profit organization focused on economic development.