Mattel Consolidates Brand and Sales Under One Chief
Toy makers and consumer products partners will see brand, sales, and consumer product decisions sit under one executive from Nov. 11.
Updated on Nov. 5, 2026 in People
Mattel has named Steve Totzke President and Chief Operating Officer, effective Nov. 11, placing its global brand portfolio, sales and commercial operations, and consumer products and experiences under his leadership. The move comes as Roberto Stanichi, President, Chief Marketing and Brand Officer, departs on Nov. 10 after a 20-year run with the toy company.
Why it matters
The newly created role consolidates brand, sales, and consumer product responsibilities under one executive, a structure that signals how a large toy maker is organizing its commercial functions. Stanichi is leaving to pursue another opportunity, and the changes arrive as CEO Roger Lynch continues assembling his leadership team.
Stanichi's departure ends a 20-year tenure at Mattel, and Totzke brings roughly three decades of industry experience to the expanded role. Totzke had spent about six months as President and Executive Advisor since May before his promotion.
The players
Mattel
Mattel is a major global toy manufacturer known for its brands, operating across sales, marketing, and consumer products.
Steve Totzke
Totzke is a veteran toy-industry executive with three decades of experience who previously led Mattel's commercial operations as Chief Commercial Officer.
Roberto Stanichi
Stanichi is a longtime Mattel executive who served 20 years with the company, most recently as President, Chief Marketing and Brand Officer.
Roger Lynch
Lynch is the chief executive of Mattel who is assembling his leadership team.
The details
Totzke was moved from an advisory position into the President and Chief Operating Officer role, which places the global brand portfolio, sales and commercial operations, and consumer products and experiences under a single executive. Before this appointment he served as Mattel's President and Chief Commercial Officer, so the new role extends responsibilities he already held on the commercial side. Stanichi will leave the company on Nov. 10, one day before the appointment takes effect.
Timeline
May: Totzke began serving as President and Executive Advisor.
2025: Totzke entered the Canadian Toy Association Hall of Fame.
Nov. 10: Stanichi leaves Mattel.
Nov. 11: Totzke's appointment as President and COO takes effect.
Market Landscape
The move follows Totzke's earlier role as Mattel's President and Chief Commercial Officer, so it builds on a commercial remit he already held. It also sits within Lynch's broader effort to reshape Mattel's leadership team.
Operators in toy and consumer products should watch how consolidating brand, sales, and consumer product responsibilities under one executive affects partner and retailer relationships. Marketing and sales teams working with Mattel may see shifts in decision-making as the new structure takes hold.
The takeaway
Consolidating commercial and brand functions under one operating executive is a structure worth noting for any business weighing how to align marketing and sales. Track whether Mattel names a successor for the chief marketing role, since that will show how the company intends to split responsibilities going forward.
Further reading
For more on how executive reshuffles like this affect leadership structure at major companies, see People in our business coverage.
