Roberto Stanichi in

Roberto Stanichi

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EVP, Global Chief Brand Officer at Mattel, Inc.
📍 Los Angeles Metropolitan Area, United States

Roberto Stanichi is the EVP and Global Chief Brand Officer at Mattel, Inc. , an accomplished marketing executive with over 20 years of experience. He specializes in brand strategy and has managed major global franchises like Hot Wheels and previously led the growth of Spin Masters PAW Patrol.

Outside of his executive career, Roberto has a deep and certified passion for wine. He is a trained sommelier, holding multiple advanced certifications, including the WSET Level 3 Award in Wines, which showcases his dedication to oenology and viticulture.

Unique fact: He is a certified sommelier, possessing an expert-level understanding of wine that contrasts uniquely with his career in the toy industry.

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Experience
25 Years
Current Role
EVP, Global Chief Brand Officer
Job Level
Leadership
Location
Los Angeles Metropolitan Area, United States
Personality Overview

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Communication Style
Decision Approach
Work Preference

Behavioral traits and communication patterns that shape how this person evaluates opportunities, builds trust, and makes decisions in professional settings.

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Priorities

Topics Roberto cares about

Franchise Expansion
He is actively driving the extension of Mattel's brands into new entertainment formats, including live-action movies, Netflix series, and video games for franchises like Hot Wheels.
Adult Collectibles
He has publicly identified the market for adult collectors as a key "strategic growth engine" and a significant driver of global demand for toy brands.
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Career

Work history

9-2025
EVP, Global Chief Brand Officer
Mattel, Inc.
10-2024 - 9-2025
Executive Vice President, Hot Wheels & Global Head of Vehicles and Building Sets
Mattel, Inc.
2-2024 - 10-2024
Senior Vice President, Hot Wheels & Global Head of Vehicles and Building Sets
Mattel, Inc.
1-2020 - 2-2024
Senior Vice President, Hot Wheels & Global Head of Vehicles
Mattel, Inc.
3-2018 - 1-2020
Vice President, Marketing and Global Business Unit Lead - Preschool
Spin Master
In the press

Media appearances

Executive Leadership Team – Roberto Stanichi – Mattel, Inc.. Featured in Mattel Corporate
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Education
1998 - 2002
Bachelor Degree
USP - Universidade de São Paulo
2009 - 2013
MBA
FGV - Fundação Getulio Vargas
2000 - 2000
International Exchange Program
Carleton University
Social presence
in
Behavioral profile

DISC profile (public)

DISC behavioral profile

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