Mattel promotes Roberto Stanichi to chief global brand officer

Mattel Inc. (NASDAQ: MAT) announced organizational changes in its brand leadership team, promoting Roberto Stanichi to the newly created position of Executive Vice President and Chief Global Brand Officer.

Stanichi, who has 20 years of experience at the toy company, was previously Head of Vehicles and Building Sets. He has overseen the Hot Wheels franchise, which the company states is on track for its eighth consecutive record year in 2025.

The restructuring includes additional promotions within the organization. Jamie Cygielman, currently General Manager and President of American Girl, will become Global Head of Dolls, overseeing both Barbie and American Girl brands. Ted Wu, Senior Vice President of Design for Vehicles and Building Sets, will take over as Global Head of Vehicles and Building Sets.

Lisa McKnight, Executive Vice President and Chief Brand Officer, will depart the company after 26 years following a transition period. McKnight has been in her current role since 2023 and previously led the Mattel Dolls portfolio.

The new structure integrates marketing across Mattel's Global Brands and Franchise teams to align brand management across consumer touchpoints, according to the company's announcement.

"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.

Cygielman brings over 30 years of brand management experience and has led American Girl's return to profitable growth since 2019. Wu has worked at Mattel for 22 years in various roles including marketing, packaging, and product design.

Krista Berger will serve as Senior Vice President of Barbie, reporting to Cygielman. The announcement was made through a company press release.

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