Steve Totzke is moving back into the thick of things at Mattel.
Six months after shifting to an advisory position, the longtime executive has been named President and Chief Operating Officer, effective Nov. 11. The newly created position puts Mattel’s global brand portfolio, sales and commercial operations, and consumer products and experiences under Totzke’s leadership.
The move also comes with another change at the top. Roberto Stanichi, President, Chief Marketing and Brand Officer, will leave Mattel on Nov. 10 to begin a new role as VP of Consumer Products and Experiences at Netflix, ending a 20-year run with the company.
Both moves come as Roger Lynch, Mattel’s recently appointed Chairman and CEO, continues putting his leadership team in place.
“Steve is a highly accomplished and respected leader at Mattel and across the global toy industry, with three decades of experience driving growth, deepening relationships with our retail and entertainment partners, and expanding the reach of our brands,” Lynch said.
Totzke is well known throughout the toy business. He previously served as Mattel’s President and Chief Commercial Officer, overseeing global sales and commercial operations, following leadership assignments in North America and international markets. He has served as President and Executive Advisor since May.
A former Toy Association Board Member, Totzke entered the Canadian Toy Association Hall of Fame in 2025 and received the Inclusive Leadership Award from Women in Toys, Licensing, and Entertainment earlier this year.
“Bringing our brand portfolio, commercial, and consumer products and experiences organizations together gives us a powerful opportunity to operate with greater focus and speed, strengthen our partnerships, and create even more compelling products and experiences for our fans around the world,” Totzke said.
Lynch also credited Stanichi with helping develop Mattel’s brand-centric operating model during his two decades with the company.
