Mattel is reorganizing its leadership ranks with a move designed to strengthen its global brand management strategy and accelerate growth across both toys and entertainment.
At the center of the shift is Roberto Stanichi, who has been promoted to Executive Vice President and Chief Global Brand Officer, a newly created role. Stanichi, a 20-year company veteran, has spent his career building momentum across categories, including action figures, building sets, and vehicles — most notably leading Hot Wheels along the orange track to what’s expected to be its eighth consecutive record year in 2025.
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.”
Joining him in elevated positions are two familiar names. Jamie Cygielman, who has served as General Manager and President of American Girl since 2019, will step into the role of Global Head of Dolls, overseeing the entire portfolio, including Barbie and American Girl. “The strength of Mattel’s Dolls portfolio is matched only by its unlimited potential to reach and inspire a whole new generation of fans,” Cygielman notes.
Meanwhile, Ted Wu — a 22-year Mattel veteran who has specialized in vehicle design for more than a decade — will serve as Global Head of Vehicles and Building Sets. “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,” Wu says. Krista Berger will continue her leadership of Barbie as Senior Vice President, reporting to Cygielman.
The restructuring comes as Lisa McKnight, Executive Vice President and Chief Brand Officer, departs following a 26-year career with the company. McKnight’s legacy includes spearheading Barbie’s transformation into the No. 1 global doll property, relaunching Monster High, and championing social impact through the Barbie Dream Gap Project. She also helped shape the brand strategy and award-winning marketing activation for last year’s Barbie movie, a pop-culture phenomenon that ignited record sales and cultural conversation.
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.”
Ynon Kreiz, Chairman and CEO of Mattel, praised McKnight as “an exemplary brand strategist and operator” whose influence has left “an indelible mark on the company, the industry, and countless team members and partners.” He added: “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.”
The post Mattel Puts Brands Front and Center with Executive Reorganization appeared first on The Toy Book.
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