Ron Friedman leads Mattel Future Lab, a visionary division he founded in 2022 to redefine play by merging Mattel’s iconic brand portfolio with cutting-edge technology. Under his leadership, Mattel Future Lab explores what’s next in play, expanding beyond traditional toys into interactive, tech-enabled realms.

Before launching Future Lab, Friedman spearheaded Amazon Key, overseeing Product Management, Marketing, and Business for Amazon’s secure delivery innovations. Prior to that, he spent seven years with Mattel, driving global product marketing, innovation, and technology partnerships that continue to shape the Hot Wheels brand today.

Friedman’s knack for unlocking innovation is backed by an MBA from UCLA Anderson (Class of 2011) and certifications in in Software Product Management, Agile SAFe POPM, and Human-Centered Design from IDEO. Originally from Mexico City, Ron now calls Los Angeles home, where he lives with his wife, daughter, and son.