Please Note: This role sits at our Fisher-Price headquarters in Buffalo, NY and will require working onsite with our team.
The Opportunity:
The Fisher-Price team is seeking an experienced Sr. Manager, Franchise Marketing to lead global brand expansion beyond toys for Fisher-Price and Little People.
This role is focused on identifying and unlocking growth across Consumer Products, Digital Play & Learning, Entertainment (TV/Film/Music), Publishing, Live Experiences, and Brand Partnerships. You will define where and how the brands show up in these spaces, build compelling narratives, and bring partners into the ecosystem.
This is a strategy + storytelling + external-facing role—not a core toy marketing or communications role.
What Your Impact Will Be:
- Build a long-term strategic roadmap for Fisher-Price & Little People expansion beyond toys, across categories, including consumer products, entertainment, digital, publishing, and live experiences.
- Define what must be true of the brand (positioning guardrails, asset needs, storytelling frameworks) to successfully extend into new categories.
- ·Develop compelling brand narratives and franchise tentpoles that translate across licensed categories and partner executions
- Create and deliver best-in-class pitch materials (franchise decks, category visions, partner sell-in stories) to drive licensing growth.
- Serve as a lead storyteller externally—presenting to licensees, partners, and retailers to unlock new business opportunities.
- Partner with Licensing, Retail, and Regional teams to identify whitespace opportunities and accelerate deal flow.
- Ensure global consistency with regional flexibility, enabling scalable franchise growth across markets.
- Lead development of franchise expansion frameworks, not execution of downstream marketing programs.