By Allison Watkinson
TLL Reporter
Mattel Inc. has promoted Roberto Stanichi to the position of president, chief marketing and brand officer, the toy company said.
Stanichi oversees Mattel’s portfolio of global brands, including Hot Wheels, Barbie, Fisher-Price and UNO, and leads brand and business strategy, marketing, consumer insights and product design, the company said. He has led Mattel’s shift to a brand-centric operating model since becoming chief global brand officer in 2025, strengthening brand oversight from global strategy to local markets while building a more integrated approach across brand management, design, franchise, entertainment, and marketing.
Mattel chairman and CEO Ynon Kreiz says the promotion follows a hugely successful year for Mattel with Stanichi in a key role.
“Roberto has made significant progress establishing Mattel’s brand-centric organization and operating model,” Kreisz said. “We have further aligned our brands, marketing, and demand creation capabilities to manage our portfolio more holistically and advance our strategy to grow our IP-driven play and family entertainment business. We look forward to building on this momentum under Roberto’s leadership.”
Before being named chief global brand officer, Stanichi served as head of vehicles and building sets, overseeing growth for Hot Wheels, along with Matchbox, Thomas & Friends, Mega Bloks and the launch of Mattel Brick Shop. During his more than 20 years at Mattel, he has held senior leadership roles across categories including infant, toddler and preschool products, action figures, building sets and games.
“Our brands are at the center of everything we do, and our iconic portfolio gives us a tremendous opportunity to build even stronger connections with fans around the world,” Stanichi said. “It is an honor to lead Mattel’s global brands and work alongside our talented teams to help drive Mattel’s next phase of growth.”
Mattel is a global play and family entertainment company whose brand portfolio includes Barbie, Hot Wheels, Fisher-Price, American Girl, Thomas & Friends, UNO, Masters of the Universe, Matchbox, Monster High and Polly Pocket, along with other properties it owns or licenses with entertainment companies. Founded in 1945, the company sells toys, content, consumer products and digital and live experiences through retail and e-commerce partners.