Netflix has announced the appointment of Roberto Stanichi as its new Vice President of Consumer Products and Experiences. Stanichi, who spent nearly 20 years at Mattel, previously held the position of Chief Marketing and Brand Officer at the toy giant. His departure was confirmed in Mattel's third-quarter earnings report, which also revealed the promotion of Steve Totzke to President and Chief Executive Officer.

In his new role at Netflix, Stanichi will oversee the company's global consumer products and licensing business, as well as its global experiences division. This includes managing Netflix House activations, which are part of the streaming service's strategy to enhance its off-screen presence and engage fans in new ways. Stanichi's extensive background in marketing and brand management at Mattel is expected to play a crucial role in advancing Netflix's consumer engagement initiatives.S1S2

Stanichi’s experience at Mattel, where he was instrumental in shaping the brand's marketing strategies, positions him well to lead Netflix's efforts in expanding its merchandise and experiential offerings. As Netflix continues to diversify its revenue streams beyond streaming, Stanichi’s leadership will be pivotal in navigating the competitive landscape of consumer products and experiences.S1S2