Netflix Names Roberto Stanichi Consumer Products Chief
The streaming giant hired the former Mattel marketing executive to lead its global consumer products and experiences business.
Updated on Nov. 5, 2026 in Consumer Goods
Netflix named Roberto Stanichi vice president of consumer products and experiences, a role in which he oversees the company's global consumer products and licensing business as well as its experiences division. Stanichi left his position as Mattel's chief marketing and brand officer to take the job.
Why it matters
The appointment comes as Netflix expands its consumer products and live experiences, including Netflix House venues, and follows recent leadership changes and a 6% staff reduction. Stanichi succeeds Josh Simon, who departed in August 2025 to become CEO of Funko.
Netflix laid off 6% of its staff in the weeks before the hire, while the company has launched more than 50 live experience formats. Stanichi brings nearly 20 years of experience from Mattel, though the announcement does not disclose his compensation or the financial targets for his division.
The players
Netflix
Netflix is a global streaming entertainment service that has expanded into consumer products, live experiences, and physical Netflix House venues.
Roberto Stanichi
Roberto Stanichi is an executive who previously spent nearly 20 years at Mattel and held leadership roles at Spin Master and PepsiCo.
Mattel
Mattel is a major toy manufacturer known for brands such as Barbie and Hot Wheels, where Stanichi served as chief marketing and brand officer.
Marian Lee
Marian Lee is Netflix's chief marketing officer, to whom Stanichi will report.
The details
Stanichi reports to Marian Lee, Netflix's chief marketing officer, and oversees the company's global experiences division, including Netflix House activations. He previously worked on a toy partnership between Netflix and Hasbro for "KPop Demon Hunters" and held leadership roles at Spin Master and PepsiCo.
Timeline
August 2025: Josh Simon left Netflix as head of consumer products to become CEO of Funko.
Last month: Greg Lombardo exited as vice president of creative and production, global experiences, and Peter Rice joined as chief content officer.
Weeks before this announcement: Netflix laid off 6% of its staff.
November 5, 2026: Netflix announced Stanichi's appointment.
Next year: Netflix's third Netflix House, on the Las Vegas Strip, is scheduled to open.
Market Landscape
Netflix's existing Netflix House venues in Philadelphia and Dallas have already moved the streamer into physical retail and entertainment. The hire of a toy-industry veteran signals an effort to deepen that consumer-products push as the company competes for brand licensing and family audiences.
Netflix's expansion into licensed consumer products and Netflix House venues could mean more branded merchandise and in-person experiences for subscribers. The Las Vegas Strip location, scheduled for next year, will be an added destination for fans who want to visit in person.
The takeaway
Streaming companies are increasingly treating their franchises as physical brands, which means fans may encounter those stories in stores, venues, and toys as well as on screen. Watch how Netflix's consumer products push develops as its new leadership takes shape.
What happens next
Netflix's third Netflix House, on the Las Vegas Strip, is scheduled to open next year.
Further reading
Explore more Consumer Goods coverage to see how entertainment brands are expanding into licensed products.
