Mattel Appoints Chief Marketing and Brand Officer

Mattel has appointed Roberto Stanichi – formerly the company’s Chief Global Brand Officer – as its new President, Chief Marketing and Brand Officer. 

Having first joined the company in 2004 as a Brand Manager, Roberto has played a key role in building Mattel’s overall brand strategy over the years, particularly as the company looks to transition towards an IP-driven entertainment model.

“Roberto has made significant progress establishing Mattel’s brand-centric organisation and operating model,” says Ynon Kreiz, Chairman and CEO of Mattel. “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.”

Two decades at Mattel

During his two decade-long career at Mattel, Roberto has held marketing leadership positions across a range of categories – including Infant, Toddler and Preschool, Action Figures, Building Sets and Games

He previously served as Head of Vehicles and Building sets, where he oversaw rapid growth for the Hot Wheels product category, and was the Vice President of Global Marketing of Action Figures.

In 2025, he was appointed to a newly created role of EVP and Chief Global Brand Officer, which was designed to integrate marketing across the company’s brand and franchise teams, in order to further align brand management in all consumer touchpoints. 

“Over the past two decades, I've had the privilege of working alongside incredibly talented teams who have helped shape some of the world's most iconic brands,” Roberto shared on LinkedIn. “Together, we've continued to evolve Mattel into a more brand-centric company, one that creates meaningful experiences wherever fans engage with our brands.” 

An IP-driven model

Roberto’s appointment as Chief Marketing and Brand Officer comes as the company looks to unify global brand strategy, marketing and demand creation in order to continue its transition from traditional toy maker into an IP-led, brand-centric operating model. 

In his time at the company, Roberto has played a key role in leading the company’s evolution towards this model – particularly since taking on the Chief Global Brand Officer role in 2025. According to Mattel, he has enhanced overall brand stewardship, both globally and in local markets, while helping to create an integrated approach across brand management, design, franchise, entertainment and marketing.

“Our brands have never been more relevant,” Roberto shared on LinkedIn. “I'm excited for what's ahead as we continue to grow Mattel's IP-driven play and family entertainment business.” 

Roberto has already led significant growth for Mattel’s brands. Under his leadership, Hot Wheels became the number one best selling toy in the world, and is now on track for its ninth consecutive record year. 

To achieve this, he led major initiatives across Hot Wheels – including Driven to be Legendary, a platform designed to celebrate car culture and encourage community engagement, and a TV series on Netflix called Hot Wheels Let’s Race, which held the number one spot for kids’ shows in multiple regions during its debut.

“Our iconic portfolio gives us a tremendous opportunity to build even stronger connections with fans around the world,” Roberto says. “It is an honour to lead Mattel's global brands and work alongside our talented teams to help drive Mattel’s next phase of growth.”