Netflix Taps Mattel’s Roberto Stanichi to Lead Consumer Products and Experiences

Netflix has hired Roberto Stanichi, Mattel’s president, chief marketing and brand officer, to lead its consumer products and experiences business. The appointment reflects Netflix’s effort to extend the popularity of its stories and characters beyond streaming, through retail products and in-person attractions.

Stanichi will oversee licensing and retail, as well as experiences including Netflix House venues in Pennsylvania and Texas and a planned Las Vegas location. He will report to Netflix CMO Marian Lee. At Mattel, he oversaw brands including Barbie, Hot Wheels, Fisher-Price and UNO; his departure comes as Mattel has appointed Steve Totzke as president and COO under new CEO Roger Lynch.