Former Managing Director of Mattel Asia Pacific
Peter Broegger, member of APCO Worldwide’s International Advisory Council, is a global consumer products executive with more than 30 years of experience in markets across Asia/Pacific, Europe, Middle East and Africa, including 26 years with Mattel Inc.
Most recently, Mr. Broegger served as managing director of Mattel Asia Pacific, responsible for developing and implementing accelerated growth strategies, IP engagement and digital transformation for the region. During this time, Mr. Broegger was also responsible for Mattel’s portfolio of Global Emerging Markets, which included strategic growth markets such as India, China, Russia, Turkey and South Africa.
Previously, he held similar roles in Europe and Asia in a progression of increasingly expanded and impactful roles, responsible for building shareholder value and brands in Central and Northern Europe, Middle East and Africa, often in collaboration with strategic partners, local distributors and global retailers.
As a purpose driven leader advocating for the right of every child to play, during his time in Europe, Broegger was responsible for Mattel’s government affairs and lobbying in the EU, including serving as chair of the Toy Industries of Europe. Since moving back to Asia, he continued to work with external parties on the importance of learning through play, toy safety and eliminating barriers to trade.
Additionally, over the years with Mattel, he developed a number of commercial go-to-market strategies and frameworks, and co-architected the restructuring of Europe that delivered substantial cost savings and later served as a best practice template for the company.
Prior to joining Mattel in Taiwan in 1996, Mr. Broegger was with the East Asiatic Company in Copenhagen and Bangkok.