Netflix Hires Roberto Stanichi for Consumer Products — SkimNews
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- Netflix hired Roberto Stanichi as VP of Consumer Products and Experiences, overseeing global licensing and retail plus experiences including Netflix House; he reports to CMO Marian Lee.
- Mattel announced Stanichi’s departure in its third-quarter earnings report and said Steve Totzke had been promoted to president and chief operating officer as the toy maker undergoes a broader leadership transition.
- Roberto Stanichi spent nearly 20 years at Mattel, leading its global brand organization across Barbie, Hot Wheels, Fisher-Price and American Girl, expanding adult fan bases and helping establish Disney Pixar Cars as an evergreen brand.
- KPop Demon Hunters already connects Stanichi to Netflix: during his Mattel tenure, he played a key role in the industry-first co-master toy partnership with Hasbro for the Netflix title.
- Stranger Things supplied the foundation for Netflix’s licensing push through a first-season Funko Pop line and by its fifth and final season in 2025 anchored the company’s largest global licensing program to date.
- Netflix House launched in fall 2025 with sites in King of Prussia, Philadelphia, and Galleria Dallas, while a third location will open on the Las Vegas Strip in 2027; Netflix says its experience formats have reached 15 million fans across 490 openings in more than 300 cities.
Why it matters: Netflix gains a consumer-products chief already versed in the KPop Demon Hunters toy partnership just as its experiences business reaches 15 million fans across 490 openings in more than 300 cities. Mattel, meanwhile, promotes Steve Totzke to president and COO after announcing Stanichi’s exit during a broader leadership transition.
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