Netflix hires Mattel veteran Roberto Stanichi as VP of consumer products and experiences

Netflix appoints new consumer‑products chief

On 5 November 2026, Netflix announced that Roberto Stanichi, who had spent nearly two decades at Mattel, would become the streaming service’s vice‑president of consumer products and experiences. Stanichi will report to chief marketing officer Marian Lee and will oversee the company’s global licensing and retail business as well as its growing portfolio of physical experiences, including Netflix House locations in Pennsylvania, Texas and a forthcoming site in Las Vegas.

The appointment comes after Netflix’s previous head of consumer products, Josh Simon, departed in August 2025 for Funko and after Greg Lombardo left the company last month. Stanichi’s arrival is part of a broader effort by Netflix to expand its off‑screen presence and deepen fan engagement beyond the screen.

Background

Roberto Stanichi joined Mattel in the late 2000s and rose to become president, chief marketing and brand officer. In that role he oversaw iconic brands such as Barbie, Hot Wheels, Fisher‑Price and American Girl, and he led the company’s global brand organisation. He also managed several entertainment titles that performed strongly in consumer products and helped broaden Mattel’s adult fan base. Stanichi notably collaborated with Disney to introduce the Disney‑Pixar Cars brand and participated in the unprecedented joint toy agreement between Mattel and Hasbro for Netflix’s “KPop Demon Hunters.”

Mattel announced Stanichi’s exit in its third‑quarter earnings report, stating that he would leave the company effective 10 November. The toy company was already in the midst of a management change, as previous head Ynon Kreiz had departed for Skydance to serve as co‑head of the combined Paramount‑Warner Bros. Discovery, while Roger Lynch, a past head of Condé Nast, was elevated to the role of chief executive officer. Steve Totzke, previously Mattel’s president and chief commercial officer, was elevated to president and chief operating officer, taking on responsibilities for marketing, brand, sales and consumer products.

Why it matters

Netflix’s consumer‑products and experiences business is still in its early stages compared with rivals such as Disney, Comcast and Skydance. By hiring a veteran who has successfully turned characters into global brands, Netflix aims to accelerate the monetisation of its intellectual property outside of streaming. The new role will enable the company to create tangible touchpoints for fans, from licensed merchandise to immersive pop‑up locations and travelling exhibitions based on popular titles such as “Bridgerton” and “Squid Game.”

The move also signals Netflix’s intent to build a more robust ecosystem around its content. As the streaming giant expands its physical presence, it will generate additional revenue streams and strengthen fan loyalty. For Mattel, the departure of Stanichi and the promotion of Totzke represent a shift in focus toward a more integrated approach to marketing, brand and consumer products during a period of significant organisational change.

What happens next

Netflix has not yet detailed specific timelines for the rollout of new products or experiences under Stanichi’s leadership. However, the company has already announced plans to open a Netflix House in Las Vegas and to develop standalone and travelling exhibitions based on its IP. At Mattel, Steve Totzke will continue to oversee the company’s marketing and brand strategy while the board monitors the impact of the leadership changes on the toy maker’s performance.

The appointment of Roberto Stanichi is expected to bring a wealth of experience in brand management and consumer engagement to Netflix’s expanding physical‑world initiatives, while Mattel’s internal reshuffle aims to maintain continuity in its global brand portfolio during a period of transition.