Netflix Hires Mattel Executive Roberto Stanichi to Lead Consumer Products

Netflix announced on Wednesday that it has hired Roberto Stanichi to serve as its new vice president of consumer products and experiences.

Stanichi currently holds the position of president, chief marketing and brand officer at Mattel. In that role, he has managed the company's global brands, including Barbie, Hot Wheels, Fisher-Price, and UNO.

At Netflix, Stanichi will take charge of the company's consumer products licensing and retail operations. He will also lead the experiences division, which manages Netflix House locations in Pennsylvania and Texas, as well as upcoming sites in Las Vegas. The division also organizes standalone and traveling exhibitions based on titles such as Bridgerton and Squid Game.

Marian Lee, the chief marketing officer at Netflix, said Stanichi will report directly to her. Lee noted in a statement that Stanichi has spent his career turning characters and stories into global brands. She stated that his experience will help shape how connections with fans extend beyond the screen into their everyday lives.

Stanichi described joining the team as a privilege. He said in a statement that Netflix understands the emotional power of storytelling and fandom. He expressed excitement about expanding that fandom into physical worlds, products, and experiences. He cited the company's culture of bold innovation and creative ambition as a reason for his interest in the role.

Netflix has been working to build out its products and experiences business. The company aims to drive revenue and increase fandom around its intellectual property through these initiatives.

Stanichi is leaving Mattel during a period of leadership change. His former CEO, Ynon Kreiz, departed last month to become co-CEO of Skydance. Roger Lynch, previously the CEO of Condé Nast, replaced Kreiz at Mattel. Following Stanichi's exit, Mattel appointed Steve Totzke as its new president and chief operating officer. Totzke had previously served as Mattel's president and chief commercial officer.