{"url":"https://newsforagent.com/news/2026-11-05/mattel-stanichi-netflix-consumer-products","markdown_url":"https://newsforagent.com/news/2026-11-05/mattel-stanichi-netflix-consumer-products.md","title":"Mattel's Roberto Stanichi Joins Netflix","headline":"Mattel Chief Marketing and Brand Officer Roberto Stanichi Moves to Netflix as Global Consumer Products VP","description":"Roberto Stanichi leaves Mattel after nearly 20 years to lead Netflix's consumer products and experiences, reporting to CMO Marian Lee.","section":"Leadership","published_at":"2026-11-05T21:26:02+00:00","modified_at":"2026-11-05T21:26:02+00:00","author":"News Desk","key_takeaways":["Roberto Stanichi joins Netflix as vice president of global consumer products and experiences, reporting to CMO Marian Lee.","At Mattel, Stanichi led the global brand across Barbie, Hot Wheels, Fisher-Price and American Girl during a nearly 20 year tenure.","Netflix has launched over 50 experiences formats reaching 15 million fans across 490 openings in more than 300 cities."],"companies":[{"name":"Mattel","is_primary":true,"profile_url":"https://akta.pro/company-profiles/0002f7w/mattel","website":"http://www.mattel.com"},{"name":"Hasbro","is_primary":false,"profile_url":"https://akta.pro/company-profiles/0000hzm/hasbro","website":"https://shop.hasbro.com"},{"name":"Netflix","is_primary":false,"profile_url":"https://akta.pro/company-profiles/000044i/netflix","website":"https://www.netflix.com"}],"source":{"publisher":"Yahoo","title":"Mattel’s Roberto Stanichi Joins Netflix as Global Consumer Products and Experiences VP","url":"https://www.yahoo.com/entertainment/articles/mattel-roberto-stanichi-joins-netflix-210500558.html"},"other_sources":[],"tags":["Leadership","Mattel","Hasbro","Netflix"],"body_markdown":"Mattel Chief Marketing and Brand Officer Roberto Stanichi is leaving the toy maker to become [Netflix](https://akta.pro/company-profiles/000044i/netflix)'s vice president of global consumer products and experiences, reporting to Netflix Chief Marketing Officer Marian Lee. [Yahoo](https://www.yahoo.com/entertainment/articles/mattel-roberto-stanichi-joins-netflix-210500558.html) published the announcement on November 5, 2026.\n\n## Stanichi's Move From Mattel to Netflix\n\nIn the new role, Stanichi will oversee Netflix's global consumer products licensing and retail business, as well as global experiences including Netflix House. At [Mattel](https://akta.pro/company-profiles/0002f7w/mattel), he led the company's global brand across Barbie, Hot Wheels, Fisher-Price and American Girl. During his nearly 20 year tenure, Hot Wheels climbed to record-setting global sales, and he helped establish Disney Pixar's \"Cars\" as an evergreen brand with consistent growth even in non-movie years.\n\nStanichi was also instrumental in the industry-first, co-master toy partnership between Mattel and [Hasbro](https://akta.pro/company-profiles/0000hzm/hasbro) for Netflix's \"KPop Demon Hunters.\" Before Mattel, he served in senior leadership roles at Spin Master and PepsiCo.\n\n\"Few companies in the world understand the emotional power of storytelling and fandom like Netflix. It is an incredible privilege to join Marian and this extraordinary team to help expand that fandom into physical worlds, products, and experiences,\" Stanichi said in a statement.\n\nLee said: \"Roberto has spent his career turning iconic characters and stories into global brands that resonate across generations.\"\n\nNetflix's consumer products business began with \"Stranger Things\" Season 1 and a line of Funko Pop figures. The company has since launched its largest global licensing program in history for \"Stranger Things\" Season 5 and built a female-focused lifestyle brand tied to \"Bridgerton.\" Netflix has launched over 50 unique experiences formats, reaching 15 million fans across 490 openings in more than 300 unique cities, and opened its first Netflix House locations in Philadelphia and Dallas.\n\n## Mattel's Brand and Gaming Investments\n\nMattel's brand portfolio behind Stanichi's former role includes several recent moves, according to akta.pro [company records](https://akta.pro/company-data). Mattel acquired full ownership of the Mattel163 mobile game studio from NetEase for $318 million in February 2026, consolidating digital gaming around UNO!, Phase 10 and other Mattel IP. In April 2026, Mattel announced a coordinated Toy Story 5 product launch with Disney/Pixar for June 19, 2026, featuring PlayScale Interactables, Ultimate Action figures and themed Hot Wheels lines. Mattel released the Masters of the Universe live-action film with Amazon MGM Studios on June 5, 2026, on a $170-200 million production budget.\n\n## Earlier Leadership Changes at Mattel\n\nMattel appointed Roger Lynch as CEO, having served on its board since 2018 and as independent lead director, Inc. reported in October 2026. Mattel then amended Lynch's appointment, setting his start date as October 12, 2026, and accelerating three equity awards, TradingView reported. In the same month, Mattel promoted Jess Cook to Senior Manager of Corporate Communications & PR for the Asia Pacific region, exchange4media reported.\n\n## Netflix House Las Vegas Opening\n\nA third Netflix House location is set to open in Las Vegas in 2027, following the Philadelphia and Dallas sites.\n","publisher":{"name":"News for Agent","url":"https://newsforagent.com"}}