Netflix Hires Mattel Veteran Roberto Stanichi for Consumer Products
Stanichi, most recently Mattel's President and Chief Marketing and Brand Officer, will oversee licensing, retail and Netflix House, reporting to CMO Marian Lee.
Netflix has hired Mattel veteran Roberto Stanichi as Vice President of Consumer Products and Experiences, according to Deadline. In the role, he will oversee global consumer products licensing and retail as well as global experiences, including the Netflix House venues. He will report to Netflix CMO Marian Lee.
Mattel disclosed Stanichi's exit in its third-quarter earnings report. The company also promoted Steve Totzke to President and Chief Operating Officer.
Stanichi spent nearly two decades at Mattel, most recently as President and Chief Marketing and Brand Officer, leading a global brand organization that spanned Barbie, Hot Wheels, Fisher-Price and American Girl. He also helped establish a co-master toy partnership between Mattel and Hasbro for Netflix's KPop Demon Hunters.
Netflix Builds Out Licensing and Venues
Netflix's consumer products effort began with Stranger Things, whose first season shipped with Funko Pop figures; by the show's fifth and final season in 2025 it anchored Netflix's largest global licensing program to date. Netflix launched Netflix House in fall 2025, with locations in King of Prussia, Philadelphia and Galleria Dallas in Texas, and a third site is set for the Las Vegas Strip in 2027. The company says it has launched more than 50 experience formats, reaching 15 million fans across 490 openings in more than 300 cities.
Mattel's own leadership has shifted: Ynon Kreiz recently left the CEO role to become Co-CEO of Skydance, and Roger Lynch was elevated to chief executive. Netflix's consumer products business remains in an early phase compared with Disney, Comcast and Skydance.
Quick answers
Who is Netflix's new VP of Consumer Products and Experiences?
Roberto Stanichi, a nearly two-decade Mattel veteran who most recently served as President and Chief Marketing and Brand Officer at the toy company.
What will Roberto Stanichi oversee at Netflix?
Global consumer products licensing and retail, plus global experiences including Netflix House. He reports to Netflix CMO Marian Lee.
Who replaced Roberto Stanichi at Mattel?
Mattel promoted Steve Totzke to President and Chief Operating Officer and disclosed Stanichi's exit in its third-quarter earnings report.