Mattel Appoints Roberto Stanichi as Executive Vice President; Announces Leadership Changes Across Brand Organization
Roberto Stanichi・Photo Credit: Mattel
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EL SEGUNDO, Calif., September 3, 2025 (VSNewsNetwork.com) — Toy and family entertainment company Mattel, Inc. has announced a new brand organization leadership team, including the promotion of Roberto Stanichi to Executive Vice President and Chief Global Brand Officer. Lisa McKnight, Executive Vice President and Chief Brand Officer, will depart the company following a transition period, according to the company.
Stanichi has been with Mattel for 20 years, holding leadership positions in categories including Infant, Toddler, and Preschool, Action Figures, Building Sets, Games, and Vehicles. He most recently served as Head of Vehicles and Building Sets.
In addition to Stanichi’s promotion, Jamie Cygielman has been named Global Head of Dolls, overseeing Barbie and American Girl, while Ted Wu has been appointed Global Head of Vehicles and Building Sets. Krista Berger will continue in her role as Senior Vice President of Barbie, reporting to Cygielman.
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The company stated that the new structure will integrate marketing across its Global Brands and Franchise teams to strengthen brand alignment and consumer engagement.
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.”
Krista Berger • Photo Credit: Mattel
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.”
Jamie Cygielman • Photo Credit: Mattel
Cygielman added: “The strength of Mattel’s Dolls portfolio is matched only by its unlimited potential to reach and inspire a whole new generation of fans. I am excited to collaborate with the team to create new avenues of growth for Barbie and Dolls.”
Ted Wu • Photo Credit: Mattel
Wu said: “Mattel’s Vehicles and Hot Wheels brands spark joy in fans round the world. The opportunity to advance our Vehicles brands from a category leadership position and guide the team into its next chapter is truly a dream come true.”
Lisa McKnight • Photo Credit: Mattel
McKnight, who has been with Mattel for 26 years, said: “The past 26 years at Mattel have given me the privilege of working with some of the most iconic brands, passionate colleagues, and inspiring partners in the world. As I pass the baton to Roberto and the best-in-class team at Mattel, I do so with great confidence in the company's continued success. I am excited for my next chapter, and profoundly grateful for the opportunity to bring joy to millions of children and families around the world through our products and experiences.”
For more information, visit www.mattel.com.
Source: Mattel
