Netflix Names Mattel Executive Roberto Stanichi as VP of Consumer Products and Experiences

Netflix has named Roberto Stanichi as its vice president of consumer products and experiences, poaching him away from his role as Mattel’s chief marketing and brand officer.

At Netflix, Stanichi will be tasked with overseeing Netflix’s global consumer products and licensing business and its global experiences division, including its newer Netflix House activations. He will report 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 isn’t foreign to Netflix, having worked alongside the streamer and Hasbro on a toy partnership for its animated smash “KPop Demon Hunters.” He spent nearly 20 years at Mattel, working on brands including Barbie, Hot Wheels, Fisher-Price and American Girl. A Brazil native, Stanichi also held leadership roles at Spin Master and PepsiCo.

“Few companies in the world understand the emotional power of storytelling and fandom like Netflix,” Stanichi said in a statement. “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.”

Stanichi replaces Josh Simon, who left Netflix as head of consumer products in August 2025 after he joined Funko as CEO. It also follows Greg Lombardo’s exit as vice president of creative and production, global experiences, last month.

Netflix began its consumer product line with the first season of “Stranger Things,” expanding it across its catalogue to franchises like “Bridgerton” and “KPOP Demon Hunters.” It has also launched more than 50 live experience formats, including Netflix House venues in Philadelphia and Dallas. Its third location, on the Las Vegas Strip, will open next year.

The hiring comes weeks after Netflix laid off 6% of its staff, including its chief content officer, Bela Bajariaa, and its head of film, Dan Lin. Veteran Hollywood executive Peter Rice joined the company as chief content officer late last month.