Netflix has officially hired Roberto Stanichi to serve as its vice president of consumer products and experiences. The appointment marks a significant departure for Stanichi, who is leaving his position as chief marketing and brand officer at the toy and entertainment giant Mattel. His new role at the streaming company involves overseeing the global consumer products and licensing business, as well as the global experiences division, which includes the company's newer Netflix House activations.
Stanichi will report directly to Marian Lee, Netflix's chief marketing officer. Lee praised the new executive in a statement, noting that Stanichi has dedicated his career to transforming iconic characters and stories into global brands that resonate across generations. She emphasized that his experience will be invaluable as the company works to extend the connections fans have with Netflix characters beyond the screen and into their everyday lives.
The new executive brings relevant experience to the role, having previously collaborated with Netflix and Hasbro on a toy partnership for the animated hit KPop Demon Hunters. Stanichi spent nearly 20 years at Mattel, where he worked on major brands including Barbie, Hot Wheels, Fisher-Price, and American Girl. Before joining Mattel, the Brazil native held leadership positions at Spin Master and PepsiCo.
Stanichi is filling a vacancy created when Josh Simon left Netflix in August 2025 to become the chief executive officer of Funko. Simon had previously served as the head of consumer products. Stanichi's arrival also follows the recent departure of Greg Lombardo, who left his position as vice president of creative and production for global experiences last month.
Mattel confirmed Stanichi's exit, stating that he will step down from the company effective November 10. In conjunction with this change, Mattel announced that Steve Totzke is moving into a new role as president and chief operating officer. Totzke, who previously served as president and chief commercial officer, will take an expanded role overseeing marketing and brand, an area previously managed by Stanichi, as well as sales and consumer products.
These leadership shifts occur against a backdrop of recent executive changes at Mattel. In late September, the company appointed Roger Lynch, formerly the CEO of Condé Nast, as its new chief executive officer. Lynch replaced Ynon Kreiz, who departed to join David Ellison's Skydance as co-CEO of the merged Paramount-Warner Bros. Discovery entity.
In a statement provided by Netflix, Stanichi expressed excitement about joining the team, citing the company's unique understanding of the emotional power of storytelling and fandom. He described it as an incredible privilege to help expand that fandom into physical worlds, products, and experiences, adding that he looks forward to creating impactful touchpoints that bring fans closer to the stories they love.
Netflix has been aggressively expanding its physical presence and product offerings in recent years. The company launched its first major consumer product line with the first season of Stranger Things and has since expanded that initiative to other franchises such as Bridgerton and KPop Demon Hunters. Additionally, Netflix has introduced more than 50 live experience formats, including Netflix House venues in Philadelphia and Dallas. A third location on the Las Vegas Strip is scheduled to open next year.
Stanichi's hiring comes shortly after Netflix implemented a workforce reduction affecting 6% of its staff, which amounted to approximately 1,000 employees. Among those let go were Bela Bajaria, the chief content officer, and Dan Lin, the head of film. The company subsequently appointed veteran Hollywood executive Peter Rice as its new chief content officer in late October.
