Netflix hires Mattel's Roberto Stanichi to lead consumer products and experiences

Netflix has appointed Roberto Stanichi, formerly Mattel's chief marketing and brand officer, as its new vice president of global consumer products and experiences, according to Variety and TheWrap.

In his role, Stanichi will manage Netflix's consumer products licensing and retail businesses, as well as global experiences such as Netflix House locations in Pennsylvania, Texas, and soon Las Vegas, as reported by The Hollywood Reporter.

Stanichi brings nearly 20 years of experience from Mattel, where he led global brands including Barbie, Hot Wheels, Fisher-Price, and American Girl, and was involved in partnerships like the co-master toy deal for Netflix's 'KPop Demon Hunters,' TheWrap noted.

Netflix's Chief Marketing Officer Marian Lee highlighted Stanichi's expertise in turning iconic characters into global brands, which will help extend Netflix fandom beyond the screen, according to The Hollywood Reporter.

Stanichi expressed enthusiasm about joining Netflix, citing the company's culture of innovation and the opportunity to create physical products and experiences that bring fans closer to their favorite stories, as reported by TheWrap.