Spotlight on Erika Winterholler: Shaping the Future of Digital Gaming at Mattel

The global licensing community thrives due to an extraordinary group of experts whose varied backgrounds and innovative spirit propel excellence and advancement. Each week we highlight one of these specialists in this ongoing series.

How did you enter the licensing field (or how did licensing come to you)?
I commenced my career in licensing at THQ Wireless, a company that focused on mobile entertainment during the flip-phone period, where my responsibilities evolved over time (prior to the iPhone). We produced licensed mobile games for major franchises like Star Wars, Pixar, NBA, and MLB—all on those early color screen phones. It was an exhilarating time, as mobile gaming was just beginning to soar. Subsequently, I transitioned to CBS, where I started managing brands and partnerships. From that point, my responsibilities expanded as I collaborated with ViacomCBS, Paramount, and others.

What constitutes a “typical” day in your present role?
In my current position at Mattel, a standard day involves a blend of conversations with third-party associates—prospective partners we might engage with from a licensing standpoint—and overseeing internal initiatives. Depending on the situation, this entails guiding the progress of projects through production, marketing, launch, and live operations. I also emphasize strategies to enhance Mattel’s digital games business, which involves extensive strategic planning and development. Thus, it’s truly a balance between fostering external partnerships and implementing internal strategies.

What is your greatest personal or professional achievement?
Honestly, it’s challenging to identify just one standout achievement, but what resonates most are the partnerships I’ve established throughout the years. Although I’ve been involved with some remarkably exceptional brands and observed significant successes, I take the most pride in the journey itself. I’ve had experiences in a television studio, on a film lot, and now at a toy company, and every experience feels like a notable accomplishment. Furthermore, the ability to introduce these iconic, enjoyable brands into the realm of video games is exceptionally fulfilling—it genuinely feels like a substantial victory.

What are the key trends or shifts you’ve observed in the industry in recent years?
One of the major trends I’ve noticed in the recent past is how gaming has become a primary focus and a significant consideration across all sectors. It’s no longer merely a niche or side project! Consider how The New York Times integrated gaming with Wordle and their wider game offerings, or our collaboration with AirConsole and BMW for in-car gaming. Gaming is ubiquitous now, and everyone identifies as a gamer. It has also evolved into a critical initiative for entertainment and film studios. Back when I was developing mobile games for flip phones, the industry was still in its nascent stage. Now, it has become fully integrated into the strategic core of these companies, marking a substantial shift.

What worries you the most? What is your biggest challenge currently?
What keeps me awake at night is ensuring that we are on the correct path with our IP—selecting the right types of games and platforms, while genuinely respecting the brands we collaborate with. Mattel is well-positioned as a prominent IP leader, and we have numerous opportunities on the horizon. It is vital that we meticulously analyze each opportunity to confirm we’re choosing the most advantageous course for the company and the brands.

In your view, what is the most essential skill every licensing executive should possess to thrive?
I believe the foremost skill for any licensing executive is a comprehensive understanding of the medium they are engaging with and its functionality. Whether it’s video games or another format, it’s imperative to authentically align the IP with that area. Licensing is fundamentally about constructing bridges and nurturing genuine partnerships where both parties collaborate and communicate toward a unified vision. The finest products emerge from this robust alignment—not merely in contractual terms, but in shared objectives and transparent communication.

What is the best advice you have ever received, or what is your favorite quote?
The best advice I ever received came from a career counselor during a particularly trying period in my life. She advised me to release fear, which was a potent message and has remained with me. She reminded me that even in the worst-case scenario, you will still discover a way to progress. It’s a lesson in resilience and remaining grounded.

If you weren’t in licensing, what would you be pursuing now?
That’s a difficult question! If I were not involved in licensing, I frequently reflect on what other avenues I might explore, and one of those is teaching. When my children return home and speak about their favorite teachers, I recognize how profoundly those educators inspire them and make learning enjoyable. While I believe I foster creativity and help individuals engage with new ideas at Mattel, being a role model and educator for young children is something I would genuinely cherish.

The last licensed item I purchased was…
The last licensed item I acquired was the Woobles Snoopy crochet kit. I’ve been eager to learn how to crochet for a considerable time, and this kit seems like the ideal starting point. I delight in the concept of crafting adorable, huggable plushies like Snoopy—now I just need to carve out the time!