Netflix Poaches Mattel's Roberto Stanichi to Run Consumer Products

Netflix has hired Mattel executive Roberto Stanichi as vice president of consumer products and experiences, effective amid a reshuffle that sees him leave the toy giant on Nov. 10.

Stanichi arrives from Mattel, where he served as chief marketing and brand officer after nearly 20 years working on Barbie, Hot Wheels, Fisher-Price and American Girl. At Netflix he will run the global consumer products and licensing business and the global experiences division, including the newer Netflix House activations (large-scale physical venues built around the streamer's franchises). He reports to Marian Lee, Netflix's chief marketing officer.

"Roberto has spent his career turning iconic characters and stories into global brands that resonate across generations," Lee said in a statement. "As we continue to build on the incredible fandom around Netflix's stories and characters, his experience will be invaluable in shaping how those connections extend beyond the screen and into fans' everyday lives."

Stanichi already knows the client. He worked with Netflix and Hasbro on the toy partnership for the animated hit "KPop Demon Hunters." A Brazil native, he also held leadership roles at Spin Master and PepsiCo. His own statement leaned enthusiastically corporate: "Few companies in the world understand the emotional power of storytelling and fandom like Netflix," he said. "It is an incredible privilege to join Marian and this extraordinary team to help expand that fandom into physical worlds, products, and experiences. Netflix's culture of bold innovation and creative ambition is legendary, and I'm excited to dive in to create impactful touchpoints that bring our fans closer to the stories they love."

Why the seat was empty

Stanichi fills the vacancy left by Josh Simon, who exited Netflix as head of consumer products in August 2025 to become CEO of Funko. The hire also follows Greg Lombardo's departure last month as VP of creative and production for global experiences. Two departures, one new arrival. Netflix clearly prefers that ratio reversed.

What is Mattel doing about it?

Mattel confirmed Stanichi steps down effective Nov. 10. The same day, the company announced Steve Totzke, formerly president and chief commercial officer, moves into an expanded role as president and COO, absorbing marketing, brand, sales and consumer products — Stanichi's old territory. The changes land weeks after Mattel appointed Roger Lynch, former Condé Nast CEO, as chief executive in late September, replacing Ynon Kreiz, who left to join David Ellison's Skydance as co-CEO of the merged Paramount-Warner Bros. Discovery.

How big is Netflix's merchandise business?

Netflix launched its first major consumer product line with Season 1 of "Stranger Things," then extended it across the catalog to franchises including "Bridgerton" and "KPop Demon Hunters." It has since launched more than 50 live experience formats, including Netflix House venues in Philadelphia and Dallas. A third location, on the Las Vegas Strip, is slated to open next year.

Does the timing matter?

It does. Stanichi's hiring comes weeks after Netflix laid off 6% of its staff, roughly 1,000 people, including chief content officer Bela Bajaria and head of film Dan Lin. Veteran Hollywood executive Peter Rice joined as chief content officer late last month. The company is cutting payroll at the top while paying for a merchandise veteran to build its physical-world ambitions — a bet that fandom, not headcount, drives the next phase of growth.