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Mattel Promotes Roberto Stanichi to President, Chief Marketing and Brand Officer

  • Mattel, Inc. announced the promotion of Roberto Stanichi to President, Chief Marketing & Brand Officer.
  • Ynon Kreiz, Chairman & CEO, credited Stanichi with establishing a brand-centric organization & aligning marketing capabilities to advance the company's IP-driven growth strategy.
  • Stanichi will oversee the global brand portfolio including Hot Wheels, Barbie, Fisher-Price, & UNO while leading brand strategy, marketing, consumer insights, & product design.
  • Since becoming Chief Global Brand Officer in 2025, Stanichi has driven the evolution to a brand-centric operating model & integrated brand management across global & local markets.
  • Prior to this promotion, Stanichi served as Head of Vehicles & Building Sets, overseeing record growth for Hot Wheels & the launch of the Mattel Brick Shop.
  • Stanichi brings over 20 years of senior leadership experience across Mattel categories including Infant, Toddler & Preschool, Action Figures, Building Sets, & Games.
  • Mattel remains a leading global play & family entertainment company founded in 1945 with a portfolio of iconic brands sold through leading retail & ecommerce partners.