Netflix Taps Mattel Veteran to Lead Products and Experiences

Netflix appointed Roberto Stanichi to lead its consumer products and experiences business on November 5, hiring him from Mattel, where he most recently served as president and chief marketing and brand officer. He will report to Netflix Chief Marketing Officer Marian Lee.

Stanichi will oversee Netflix’s worldwide licensing and retail operations, as well as experiences tied to its films and shows, including Netflix House. His appointment follows the departure of Josh Simon, who left Netflix in August 2025 to become Funko’s CEO.

He spent nearly 20 years at Mattel, working on product lines such as American Girl, Fisher-Price, Barbie and Hot Wheels. He also held leadership positions at Spin Master and PepsiCo and worked with Netflix and Hasbro on a toy partnership for “KPop Demon Hunters.”

Netflix has expanded merchandise around titles such as “Stranger Things,” “Bridgerton” and “KPop Demon Hunters.” It has also introduced more than 50 live experience formats. Netflix House locations are open in Philadelphia and Dallas, with a Las Vegas Strip site planned for 2027.

The hire comes as Netflix builds its presence beyond streaming. Stanichi said he was joining to help bring the company’s stories and characters to fans through products and in-person experiences.