Mattel President Moves to Netflix to Manage Physical Retail

Netflix hired Roberto Stanichi to run its physical merchandise and experiential business.

The company announced the appointment on November 5, 2026. Stanichi is currently president, chief marketing and brand officer at Mattel. He has managed globally recognized brands including Barbie, Hot Wheels, Fisher-Price, and UNO.

At Netflix, Stanichi will oversee consumer products licensing and retail operations. His new role also covers the experiences division. This unit manages Netflix House locations in Pennsylvania and Texas. A new site is planned for Las Vegas. The division also operates standalone and traveling exhibitions based on Netflix intellectual property, including Bridgerton and Squid Game.

Stanichi will report directly to Marian Lee, the company’s chief marketing officer. Lee stated that Stanichi has dedicated his career to transforming iconic characters into global brands. She said his experience will help Netflix extend fan connections beyond the screen and into everyday life.

Stanichi described the move as a privilege. He noted the company’s understanding of the emotional power of storytelling. He expressed excitement about working with Lee to expand fandom into physical worlds and products. He praised the company’s culture of bold innovation and creative ambition.

The hire aligns with Netflix’s strategy to build out its products and experiences business. The company aims to drive revenue through these channels. It also seeks to strengthen the fandom surrounding its characters. This expansion allows the streamer to engage audiences in ways that go beyond digital streaming.

Stanichi is departing Mattel during a period of leadership change. Former CEO Ynon Kreiz recently left to join Skydance as co-CEO. Roger Lynch, formerly the CEO of Condé Nast, took over as Mattel’s chief executive officer following Kreiz’s departure.

Mattel appointed Steve Totzke as its new president and chief operating officer to fill the vacancy left by Stanichi. Totzke will report to the new CEO, Lynch. Prior to this promotion, Totzke served as Mattel’s president and chief commercial officer.

This restructuring signals a continued effort by Mattel to streamline its executive leadership. Netflix gains a leader with deep expertise in global brand management. Mattel promotes an internal executive to maintain continuity in its commercial operations.