Toy maker Mattel has appointed Roberto Stanichi as executive VP of Hot Wheels and global head of the vehicles and building category, who has been charged with ensuring Mattel retains its top-selling toy status. 

​​Initiating his Mattel career in 2004, Stanichi held marketing leadership positions in toy sets, action figures, and games categories. He also served in leadership capacities at Spin Master and Pepsico and currently oversees the Thomas and Friends franchise and the Mega-led Building Sets category.

Mattel’s chief brand officer, Lisa McKnight, says Roberto plays a vital role in the brand’s IP-driven toy business and entertainment offering by setting a strategic foundation for the Hot Wheels franchise in his previous role as senior VP in the same division. 

“Roberto has always embodied the ‘challenger spirit’ that defines the Hot Wheels brand purpose and leads with an enterprise mindset,” said McKnight. 

Stanichi and the team have also led the vehicles category to reach over $1.6 billion in gross billings and contributed to other brands, including Hot Wheels Let’s Race, Matchbox Sustainability, and Disney Pixar Cars.