Netflix hires Mattel executive Roberto Stanichi to lead consumer products and experiences
Stanichi will oversee Netflix’s global licensing and experiences businesses, including Netflix House. His departure coincides with Mattel naming Steve Totzke president and COO.
Netflix has hired Roberto Stanichi as vice president of consumer products and experiences, Variety reported on Nov. 5. He is leaving Mattel, where he was chief marketing and brand officer, to oversee Netflix’s global consumer products and licensing business and its global experiences division, including Netflix House.
Stanichi will report to Netflix chief marketing officer Marian Lee. Lee said in a statement that his experience turning characters and stories into global brands would help extend connections with Netflix’s stories beyond the screen. The remit spans products and licensing as well as experiences tied to the company’s entertainment properties.
How Mattel is reorganizing its leadership
Mattel confirmed Stanichi will leave effective Nov. 10, ending a nearly 20-year tenure. The company has named Steve Totzke president and chief operating officer, effective Nov. 11. The Toy Book reported that Totzke moved to an advisory position about six months ago; his newly created role brings Mattel’s global brand portfolio, sales and commercial operations, and consumer products and experiences under one leader.
Totzke said the combined responsibilities could help Mattel operate with greater focus and speed, strengthen partnerships and develop products and experiences for fans. That is the rationale he gave for the change. The Toy Book also reported that Mattel chairman and CEO Roger Lynch is continuing to assemble his leadership team.
Stanichi’s experience spans toys and screen-based brands
At Mattel, Stanichi worked with brands including Barbie, Hot Wheels, Fisher-Price and American Girl. Variety reported that he had also worked with Netflix and Hasbro on a toy partnership for the animated film KPop Demon Hunters. Before Mattel, he held leadership roles at Spin Master and PepsiCo.
The Hollywood Reporter described Netflix’s consumer products and experiences work as including licensing and retail, Netflix House locations in Pennsylvania and Texas, and standalone or traveling exhibitions based on properties such as Bridgerton and Squid Game. That business provides context for the scope of Stanichi’s new remit; no results from his appointment or Mattel’s restructuring have yet been established.
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Sources and context
- Netflix Names Mattel Executive Roberto Stanichi as VP of Consumer Products and ExperiencesVariety
- Mattel Taps Steve Totzke as President and COO as Roberto Stanichi ExitsThe Toy Book
- Netflix Taps Mattel’s Roberto Stanichi to Lead Consumer Products and ExperiencesThe Hollywood Reporter
AI-assisted article checked against the listed sources. NewsJaws did not conduct interviews or attend the reported events.