Mattel has named Roberto Stanichi president, chief marketing and brand officer, reporting directly to Mattel’s chairman and CEO, Ynon Kreiz.

In his expanded role, Stanichi oversees global brand and business strategy, marketing, consumer insights, and product design across the company’s product portfolio, which includes brands such as Barbie, Hot Wheels, Fisher-Price, and Uno. 

Stanichi held the position of chief global brand officer, starting in 2025, to lead the transition to a brand-centric operating model. 

His responsibilities included aligning brand management, product design, franchising, entertainment, and marketing operations across global and regional markets.

Before that leadership role, Stanichi held the position of SVP and head of vehicles and building sets, and managed line development for Hot Wheels, Matchbox, Thomas & Friends, Mega Blocks, and the launch of the Mattel Brick Shop. 

With more than 20 years at Mattel, Stanichi has led operations across several categories, including infant, toddler and preschool, action figures, building sets, and games.

“Roberto has made significant progress establishing Mattel’s brand-centric organization and operating model,” said Kreiz.

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.”

In April, Mattel reported steady toy demand, expanded its entertainment push, and invested in its IP-led strategy, banking on films like ‘Masters of the Universe’ and ‘Matchbox’ and an expanding slate of licensing and digital partnerships to drive demand.