Netflix has hired Roberto Stanichi as its vice president of consumer products and experiences, poaching him away from his role as Mattel’s chief marketing and brand officer.

At Netflix, Stanichi will be tasked with overseeing Netflix’s global consumer products and licensing business and its global experiences division, including its newer Netflix House activations. He will report to Marian Lee, Netflix’s chief marketing officer.

“Roberto has spent his career turning iconic characters and stories into global brands that resonate across generations,” Lee said in a statement. “As we continue to build on the incredible fandom around Netflix’s stories and characters, his experience will be invaluable in shaping how those connections extend beyond the screen and into fans’ everyday lives.”

Stanichi has some familiarity with Netflix, having worked with the streamer and Hasbro on a toy partnership for animated smash movie “KPop Demon Hunters.” He spent nearly 20 years at Mattel, working on brands including Barbie, Hot Wheels, Fisher-Price and American Girl. A Brazil native, Stanichi also held leadership roles at Spin Master and PepsiCo.

Stanichi fills the role left vacant after Josh Simon left Netflix as head of consumer products in August 2025 to join Funko as CEO. His hiring also follows Greg Lombardo’s exit last month as Netflix VP of creative and production for global experiences.

Mattel confirmed Stanichi’s exit and said he is stepping down from the company effective Nov. 10. Also Thursday, Mattel announced that Steve Totzke, formerly president and chief commercial officer, was stepping into a new role as president and COO. Totzke is taking an expanded role overseeing marketing and brand (which was Stanichi’s area), as well as sales and consumer products. In late September, Mattel appointed Roger Lynch (former CEO of Condé Nast) as chief executive officer — replacing former boss Ynon Kreiz, who left to join David Ellison’s Skydance as co-CEO of the merged Paramount-Warner Bros. Discovery.

Stanichi said in a statement provided by Netflix: “Few companies in the world understand the emotional power of storytelling and fandom like Netflix. It is an incredible privilege to join Marian and this extraordinary team to help expand that fandom into physical worlds, products, and experiences. Netflix’s culture of bold innovation and creative ambition is legendary, and I’m excited to dive in to create impactful touchpoints that bring our fans closer to the stories they love.”

Netflix launched its first major consumer product line with Season 1 of “Stranger Things,” expanding it across its catalog to franchises like “Bridgerton” and “KPop Demon Hunters.” It has also launched more than 50 live experience formats, including Netflix House venues in Philadelphia and Dallas. Its third location, on the Las Vegas Strip, is slated to open next year.

Stanichi’s hiring comes just weeks after Netflix laid off 6% of its staff, about 1,000 staffers. Those let go include its chief content officer, Bela Bajaria, and head of film Dan Lin. Veteran Hollywood executive Peter Rice joined the company as chief content officer late last month.