Mattel Names Chief Global Brand Officer

Mattel has promoted Roberto Stanichi to the newly created role of executive VP and chief global brand officer as it bolsters its brand management strategy and looks to accelerate gains in its entertainment business.

Stanichi was most recently head of vehicles and building sets at Mattel, a division that includes the best-selling Hot Wheels franchise. Lisa McKnight, executive VP and chief brand officer, is exiting after 26 years with the toy giant.

Jamie Cygielman, currently general manager and president of American Girl, has been promoted to the newly created role of global head of dolls. Ted Wu, senior VP of design for vehicles and building sets, becomes global head of vehicles and building sets. Both report to Stanichi.

Mattel has also named Krista Berger as senior VP of Barbie, reporting to Cygielman.

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

Kreiz continued: “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 honor 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.”