Founder and CEO
Shirin Salemnia currently serves as Founder and CEO of PlayWerks, a company that specializes in being the leading independent producer of children's interactive media and entertainment with content/IP on multi-platforms, and consumer products across all age demographics. The company strives to create and distribute innovative quality entertainment for the Children's Entertainment Industry.
Previously, Shirin worked as the Research Manager & Bratz Brand Manager at MGA Entertainment, where she combined her child and youth marketing expertise with her toy marketing experience to perform ongoing research and analysis of the most current industry trends, consumer motivations and competitor activity for over five years. Salemnia was also responsible for the design development of MGA’s Play Lab - a place where dyads and triads of children and their parents gather for in-house qualitative research right on MGA’s premises.
Prior to MGA, Salemnia worked at Mattel, Inc. in Worldwide Consumer Research for the Girls Division. Here, in addition to conducting both qualitative and quantitative research, she was responsible for supporting Strategic Planning in all related new business ventures.
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