Mattel, Inc. has promoted Roberto Stanichi to Executive Vice President, Hot Wheels & Head of Vehicles and Building Sets. It was announced by Lisa McKnight, Executive Vice President and Chief Brand Officer at Mattel, to whom Stanichi reports.
McKnight said: “Roberto has been a driving force behind the growth of Mattel’s Vehicles category and of course Hot Wheels, the #1 selling toy in the world, which is on track for its seventh consecutive record year in 2024. He has always embodied the ‘challenger spirit’ that defines the Hot Wheels brand purpose and leads with an enterprise mindset. We look forward to Roberto continuing to play an integral role in Mattel’s success as we execute our strategy to grow our IP-driven toy business and expand our entertainment offering.”
In his most recent position as Senior Vice President, Hot Wheels and Global Head of Vehicles, Stanichi has been instrumental in defining the strategic foundation that ignited the growth for the Hot Wheels franchise. His insights-driven audience approach has established the brand as an iconic automotive franchise for kid and adult fans alike through product, content, digital gaming, and live experiences. In addition to helping Hot Wheels achieve the title of one of #1 selling toys in the world, Stanichi and team have also led the Vehicles category to reach over $1.6B in gross billings for Mattel. Stanichi has also played an integral part in the development and ongoing performance of the animated series Hot Wheels Let’s Race, which recently launched its second season on Netflix and reached the platform’s Top 10 TV series in 27 countries.
Stanichi has also played a crucial part in igniting Matchbox’s sustainability efforts and cementing Disney Pixar Cars as an evergreen brand. In his expanded role he now oversees the Thomas and Friends franchise and the Building Sets category, led by MEGA.
Stanichi added: “Mattel’s brands are cherished around the world for the joy, excitement, and emotional connection they bring to kids and adults alike. It has been an incredible privilege to lead the team responsible for taking the Vehicles category and Hot Wheels to new heights and to now have the opportunity to contribute to the growth of more incredible brands in our portfolio.”
Having begun his Mattel career in 2004, Stanichi’s experience at the company has included marketing leadership positions in the Infant Toddler Preschool, Action Figures, Building Sets and Games categories, in addition to Vehicles. Beyond Mattel, Stanichi served in leadership capacities at Spin Master and PepsiCo.
Born and raised in Brazil, Stanichi received his bachelor’s degree from the University of São Paulo School of Business and an MBA from Fundação Getulio Vargas São Paulo.
