ECompanies Taps Another Mattel Exec for Start-Up

Toy giant Mattel is emerging as a top producer of chief executives for Internet start-ups.

For the second time, Internet business incubator ECompanies tapped a high-ranking Mattel executive to lead one of its businesses. Tim Kilpin, formerly general manager for character brands at Mattel, will be CEO of EMemories.com in Santa Monica. His appointment last week comes less than two months after David Haddad, former president of Mattel’s software division, became chief executive of EParties, also based in Santa Monica.

EMemories plans to develop film and post it on the Web for customers free of charge. Customers will then be able to view their pictures before ordering prints, for which the company will charge them. The service will be available in the first quarter of 2000. Mattel Senior Vice President Glenn Bozarth said the company was flattered by the attention it was getting from ECompanies. “I’m not an expert in what Internet companies are looking for, but . . . we’re a company known for its marketing and brand-building experience, and we’re proud to have that reputation,” he said.

That’s exactly what made Haddad and Kilpin attractive candidates for leading EParties and EMemories.com, said ECompanies co-founder Sky Dayton. “Both David and Tim are very experienced brand builders, and that’s what we do at ECompanies,” he said.