Roberto Stanichi’s next stop is Netflix.
Following news of his departure from Mattel, where he spent nearly 20 years, Stanichi is joining Netflix as Vice President of Global Consumer Products and Experiences. He will report to Marian Lee, Chief Marketing Officer, and oversee the company’s global licensing and retail operations alongside its growing experiences business.
Stanichi brings plenty of toy industry experience to Netflix. At Mattel, he worked across Barbie, Hot Wheels, Fisher-Price, and American Girl, helping expand the company’s approach to franchise development and consumer products. His work included driving Hot Wheels to record global sales and establishing its Building Sets business.
There’s already a Netflix connection, too.
Stanichi played a role in the co-master toy licensing agreement that brought Mattel and Hasbro together on KPop Demon Hunters. The partnership produced toy lines that launched earlier this year, with products appearing on holiday hot toy lists.
“Roberto has spent his career turning iconic characters and stories into global brands that resonate across generations,” Lee said. “As we continue to build on the incredible fandom around Netflix’s stories and characters, his experience will be invaluable in shaping how those connections extend beyond the screen and into fans’ everyday lives.”
Netflix’s consumer products business has grown considerably since its early Stranger Things Funko Pop! releases. Licensing programs for Bridgerton, KPop Demon Hunters, and other properties now sit alongside a global experiences operation that has reached 15 million fans through more than 50 formats.
Stanichi will also oversee Netflix House, the permanent retail and entertainment concept that opened in the Philadelphia area and Dallas last year. A third location is planned for the Las Vegas Strip in 2027.
“Few companies in the world understand the emotional power of storytelling and fandom like Netflix,” Stanichi said. “It is an incredible privilege to join Marian and this extraordinary team to help expand that fandom into physical worlds, products, and experiences.”
