# Netflix Woos Mattel Veteran Roberto Stanichi To Lead Consumer Products and Experiences

- URL: https://talkfuse.com/story/netflix-woos-mattel-veteran-roberto-stanichi-to-lead-consumer-products-and-experiences/
- Published: 2026-11-05T21:05:04+00:00
- Updated: 2026-11-05T21:24:04+00:00
- Original publisher: Deadline
- Original article: https://deadline.com/2026/11/netflix-hires-mattel-veteran-roberto-stanichi-consumer-products-experiences-1237214749/
- Topics: Business, Companies, Entertainment, Government, Politics, TV

## Key points

- Netflix appoints Mattel veteran Roberto Stanichi to lead consumer products and experiences.
- He will oversee global licensing, retail and Netflix House.
- Netflix reports 15 million fans across 490 experience openings.

## Summary

Netflix has hired Roberto Stanichi, a nearly 20-year Mattel veteran, to lead its consumer products and experiences business as it seeks to extend its shows and films beyond streaming. He will oversee global licensing, retail and real-world experiences, including Netflix House, reporting to Chief Marketing Officer Marian Lee.

Stanichi most recently served as Mattel’s president and chief marketing and brand officer, working across brands including Barbie, Hot Wheels, Fisher-Price and American Girl. Netflix says its experiences have reached 15 million fans through 490 openings in more than 300 cities; Netflix House has opened in Philadelphia and Dallas, with a Las Vegas site planned for 2027. The appointment comes as Mattel reshuffles its leadership and Netflix expands licensing around titles such as Stranger Things, Bridgerton and KPop Demon Hunters.

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Summarised by TalkFuse (https://talkfuse.com/). Quote the original publisher for the reporting and link this page for the summary and discussion.