FAST COMPANY: How do you attract a younger demographic?
DAVID ALLMARK: The reality is the millennium mum is real the core essence and the core target that we approach to. When you think about her experiences, where she gets her information from, that has changed immensely over the last five years, it's very digitally related. Again, when you think about that application, it's about getting real, it's in short form, it's about making sure that it's a real situation, nothing staged, nothing put into any orchestration in some form.
How do you attract a younger demographic?
David Allmark is the Executive Vice President of Fisher-Price, the leading maker of infant and preschool toys in the world. As the head of Mattel, Inc.’s largest brand, Allmark architects the Fisher-Price global business strategy, and propels the company’s long legacy of producing high-quality toys that have enhanced learning and early-childhood development for more than 83 years. Following the 2012 acquisition of HIT Entertainment, David’s responsibilities grew to include management of all HIT brands, including Thomas & Friends®, Barney® and Bob the Builder®.
In 2005, prior to this role, Allmark was General Manager of Fisher-Price Friends, which produces lovable and innovative toys from such iconic character lines as Dora the Explorer™ and Mickey Mouse Clubhouse. In this position, Allmark oversaw the design, engineering and marketing functions of the important licensed brands arm of Fisher-Price.
An England native, Allmark relocated to New York in 2001 after being named Vice President, International, for Fisher-Price, where he was responsible for the development and execution of Mattel Preschool’s global marketing strategies.
After being educated in England, Allmark attended Harvard Business School’s Advanced Management Program and commenced his career with The Kellogg Company. He soon transitioned into the toy industry as an employee of Kenner-Parker-Tonka, which was later purchased by Hasbro in the UK, where he held various senior level sales and marketing positions on brands such as Batman, Trivial Pursuit and Playskool. In 1995, Allmark was appointed Director of UK Sales and Marketing at Bluebird Toys P.L.C., famous for its Polly Pocket Brand, which was subsequently acquired by Mattel.
David and his wife, Beth, live in Orchard Park, N.Y. with their three children: Justin 17, Violet 13 and Harriet 11.
