Mattel details leadership reorganisation, with Roberto Stanichi promoted to EVP and Chief Global Brand Officer

Mattel’s brand organisation leadership team has had a reshuffle.

Roberto Stanichi has been promoted to the newly created position of Executive Vice President and Chief Global Brand Officer to lead Mattel’s global brand organization. Lisa McKnight – Executive Vice President and Chief Brand Officer – will depart the company following a period of transition.

Stanichi has 20 years of both international and US leadership experience at the company, and was most recently Head of Vehicles and Building Sets.

Elsehwhere, Jamie Cygielman has been promoted to a newly created position as Global Head of Dolls, including Barbie and American Girl, while Ted Wu has been promoted to Global Head of Vehicles and Building Sets. Cygielman and Wu will report to Stanichi. Krista Berger will serve as Senior Vice President of Barbie, reporting to Cygielman.

“Roberto has driven the Vehicles category to new heights, embodying the Hot Wheels ‘challenger spirit’ and consistently leading with an enterprise mindset,” said Ynon Kreiz, Chairman and CEO of Mattel.

“He has successfully implemented the Mattel brand strategy across product and experiences to drive record-setting growth and will now bring that vision and execution to our global brand portfolio. Lisa is an exemplary brand strategist and operator and has made an indelible mark on the company, the industry, and countless team members and partners who have been privileged to work alongside her. We are grateful for her immeasurable contributions during her remarkable career with Mattel. Our world-class leadership team is well-positioned to continue executing Mattel’s strategy to grow our IP-driven toy business and expand our entertainment offering.”

Stanichi said: “It is an honour to step into this expanded role at such an exciting time for Mattel. With brands at the center of all we do, we will strengthen our ability to lead with purpose, create cultural relevance, accelerate consumer-centric innovation, and unlock the full potential of our brands. I am grateful for the opportunity to help shape the future of a portfolio that is truly second to none.”

Cygielman added: “The strength of Mattel’s Dolls portfolio is matched only by its unlimited potential to reach and inspire a whole new generation of fans. I am excited to collaborate with the team to create new avenues of growth for Barbie and Dolls.”

Wu said: “Mattel’s Vehicles and Hot Wheels brands spark joy in fans round the world. The opportunity to advance our Vehicles brands from a category leadership position and guide the team into its next chapter is truly a dream come true.”

McKnight added, reflecting on her time at Mattel: “The past 26 years at Mattel have given me the privilege of working with some of the most iconic brands, passionate colleagues, and inspiring partners in the world. As I pass the baton to Roberto and the best-in-class team at Mattel, I do so with great confidence in the company’s continued success. I am excited for my next chapter, and profoundly grateful for the opportunity to bring joy to millions of children and families around the world through our products and experiences.”

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