Roberto Stanichi joins Netflix from Mattel to lead the streaming giant's consumer products and experiences division.
Netflix has announced the appointment of Roberto Stanichi as its new Vice President of Consumer Products and Experiences, marking a significant move for the streaming giant as it seeks to expand its consumer engagement.
Stanichi, who previously served as the Chief Marketing and Brand Officer at Mattel, will oversee Netflix’s global consumer products and licensing business, as well as its experiences division. This includes the Netflix House locations in Pennsylvania, Texas, and the upcoming site in Las Vegas, alongside various standalone and travelling exhibitions based on popular Netflix intellectual properties such as Bridgerton and Squid Game.
Marian Lee, Netflix’s Chief Marketing Officer, expressed enthusiasm about Stanichi’s appointment, stating, “Roberto has spent his career turning iconic characters and stories into global brands that resonate across generations. His experience will be invaluable in shaping how those connections extend beyond the screen and into fans’ everyday lives.”
In his own statement, Stanichi highlighted the emotional power of storytelling and fandom that Netflix embodies, stating, “It is an incredible privilege to join Marian and this extraordinary team to help expand that fandom into physical worlds, products, and experiences.” He emphasised his excitement to contribute to Netflix’s culture of innovation and creativity.
This strategic hire comes at a pivotal time for both Netflix and Mattel. Stanichi’s departure from Mattel follows a period of transformation within the toy company, which recently saw leadership changes, including the exit of former CEO Ynon Kreiz. Mattel has since appointed Steve Totzke as its new President and COO.
As Netflix continues to build its consumer products and experiences business, Stanichi’s leadership is expected to drive revenue and deepen the connection between fans and the stories they love.
