Mattel has announced its new President, Chief Marketing and Brand Officer. Roberto Stanichi, who most recently served as Chief Global Brand Officer, will step into the role.
Stanichi became the Chief Global Brand Officer last year, overseeing Mattel’s large portfolio. In this role, Stanichi propelled Mattel’s brand-focused operating model, refining brand management across global strategy and local markets. Stanichi developed new, integrated approaches to entertainment, franchise, design, and marketing for titles such as Hot Wheels, Fisher-Price, Barbie, and UNO.
“Roberto has made significant progress establishing Mattel’s brand-centric organization and operating model,” Ynon Kreiz, Chairman and Chief Executive Officer of Mattel, says. “We have further aligned our brands, marketing, and demand creation capabilities to manage our portfolio more holistically and advance our strategy to grow our IP-driven play and family entertainment business. We look forward to building on this momentum under Roberto’s leadership.”
During his career at Mattel, which spans more than 20 years, Stanichi held several senior leadership roles. As the Head of Vehicles and Building Sets, he launched the Mattel Brick Shop and oversaw the growth of brands like Hot Wheels, Matchbox, Thomas & Friends, and MEGA BLOKS. He also served in categories such as Infant, Action Figures, Games, and Toddler & Preschool.
“Our brands are at the center of everything we do, and our iconic portfolio gives us a tremendous opportunity to build even stronger connections with fans around the world,” Stanichi says. “It is an honor to lead Mattel’s global brands and work alongside our talented teams to help drive Mattel’s next phase of growth.”
To learn more about Mattel’s leadership, visit corporate.mattel.com.
