Netflix Taps Mattel’s Roberto Stanichi to Lead Consumer Products and Experiences

Netflix is bringing on a top executive from Mattel to lead its nascent consumer products and experiences business.

The streaming giant says that it has hired Roberto Stanichi to become its new VP of consumer products and experiences. Stanichi is currently president, chief marketing and brand officer for Mattel, where he has overseen all of its global brands like Barbie, Hot Wheels, Fisher-Price, and UNO.

At Netflix he will be tasked with leading its consumer products licensing and retail business, as well as Netflix’s experiences business, which includes Netflix House locations in Pennsylvania, Texas and (soon) Las Vegas, as well as standalone and traveling experiences and exhibitions based on Netflix IP like Bridgerton, Squid Game and other content.

He will report to Marian Lee, Netflix’s CMO.

“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.”

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

Netflix has been seeking to build out its products and experiences business, not only to drive revenue but also to drive fandom around its characters and IP.

Stanichi is exiting Mattel at a transformative moment for the toy and entertainment company as well (though conversations about this move have been said to be months in the making).

Mattel’s former CEO Ynon Kreiz left to join Skydance last month as co-CEO, and Roger Lynch, most recently the CEO of Condé Nast, stepped in as his successor.