Roberto Stanichi
President, Chief Marketing and Brand Officer
Mattel
Roberto Stanichi is President, Chief Marketing and Brand Officer of Mattel. He joined Mattel in 2004. In his current role, Mr. Stanichi oversees Mattel’s world-class portfolio of global brands including Barbie, Hot Wheels, Fisher-Price, and UNO, leading brand and business strategy, marketing, consumer insights, and product design. He has been instrumental in leading Mattel’s evolution to a brand-centric operating model.
Over his more than 20 years at Mattel, Mr. Stanichi has held senior leadership roles across categories such as Infant, Toddler & Preschool, Action Figures, Building Sets, and Games. Most recently, he served as Head of Vehicles and Building Sets, overseeing Hot Wheels, Matchbox, Thomas & Friends, MEGA BLOKS, and Mattel Brick Shop.
Under Mr. Stanichi’s leadership, Hot Wheels became the world’s #1 selling toy* and is now on track for its ninth consecutive record year. He spearheaded major initiatives across Hot Wheels such as the Driven to Be Legendary adult platform, the Hot Wheels Legends Tour, the brand’s YouTube expansion, the Challenge Accepted campaign, and Netflix’s hit kids’ series Hot Wheels Let’s Race.
Mr. Stanichi also expanded the adult fan base across multiple brands, and in close partnership with Disney, helped establish Disney Pixar Cars as an evergreen brand with consistent growth even in non-movie years.
Most recently, Mr. Stanichi has led the reposition of Mattel’s Building Sets with the successful launch of Mattel Brick Shop, and revitalized the Matchbox brand, driving its highest sales in over a decade and setting the stage for the upcoming live-action motion picture.
With experience in marketing and commercial positions in the toy industry across the U.S. and Brazil, Mr. Stanichi’s career also spans leadership roles at Spin Master and PepsiCo.
Born and raised in Brazil, Mr. Stanichi received his bachelor's degree from the University of São Paulo School of Business and an MBA from Fundação Getulio Vargas São Paulo. He was named in 2026 to Forbes World's Most Influential CMOs list.
Over his more than 20 years at Mattel, Mr. Stanichi has held senior leadership roles across categories such as Infant, Toddler & Preschool, Action Figures, Building Sets, and Games. Most recently, he served as Head of Vehicles and Building Sets, overseeing Hot Wheels, Matchbox, Thomas & Friends, MEGA BLOKS, and Mattel Brick Shop.
Under Mr. Stanichi’s leadership, Hot Wheels became the world’s #1 selling toy* and is now on track for its ninth consecutive record year. He spearheaded major initiatives across Hot Wheels such as the Driven to Be Legendary adult platform, the Hot Wheels Legends Tour, the brand’s YouTube expansion, the Challenge Accepted campaign, and Netflix’s hit kids’ series Hot Wheels Let’s Race.
Mr. Stanichi also expanded the adult fan base across multiple brands, and in close partnership with Disney, helped establish Disney Pixar Cars as an evergreen brand with consistent growth even in non-movie years.
Most recently, Mr. Stanichi has led the reposition of Mattel’s Building Sets with the successful launch of Mattel Brick Shop, and revitalized the Matchbox brand, driving its highest sales in over a decade and setting the stage for the upcoming live-action motion picture.
With experience in marketing and commercial positions in the toy industry across the U.S. and Brazil, Mr. Stanichi’s career also spans leadership roles at Spin Master and PepsiCo.
Born and raised in Brazil, Mr. Stanichi received his bachelor's degree from the University of São Paulo School of Business and an MBA from Fundação Getulio Vargas São Paulo. He was named in 2026 to Forbes World's Most Influential CMOs list.