Netflix Taps Mattel Veteran to Lead Merchandise
Toy makers and licensees working with streaming franchises should watch how Netflix's consumer products strategy evolves under new leadership.
Updated on Nov. 5, 2026 in Consumer Goods
Netflix named Roberto Stanichi vice president of consumer products and experiences, a role overseeing the streamer's global consumer products, licensing and experiences business. Stanichi left his role as chief marketing and brand officer at Mattel to join Netflix.
Why it matters
The appointment fills a leadership gap left when Josh Simon departed for the CEO role at Funko, and it comes weeks after Netflix cut 6% of its staff. For consumer goods companies, it signals that Netflix is building out its merchandise and live-experience operations under an executive with a long toy-industry background.
The announcement is a personnel filing rather than a financial disclosure, and the most concrete figures are Netflix's 6% staff reduction and its launch of more than 50 live experience formats. Stanichi's nearly 20-year tenure at Mattel is the closest benchmark for his toy and licensing background, though no revenue figures for the division were reported.
The players
Netflix
A global streaming service that has expanded into consumer products, licensing and physical live experiences such as Netflix House locations.
Mattel
A major U.S. toy manufacturer and brand owner whose licensing and marketing operations Stanichi led before departing.
Funko
A pop-culture collectibles and licensed merchandise company that Josh Simon now leads as CEO.
The details
Stanichi reports to Marian Lee, Netflix's chief marketing officer, and oversees both the global consumer products and licensing business and the experiences division, which includes 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. The move ties together merchandising and physical brand experiences, two areas where streamers increasingly extend franchises beyond the screen.
Timeline
August 2025: Josh Simon left Netflix as head of consumer products to become CEO of Funko.
October 2026: Greg Lombardo exited as vice president of creative and production, global experiences, and Peter Rice joined as chief content officer.
Weeks before November 5, 2026: Netflix laid off 6% of its staff.
November 5, 2026: Netflix announced Stanichi's appointment.
2027: Netflix's third Netflix House location, on the Las Vegas Strip, is scheduled to open.
Market Landscape
Netflix's Philadelphia and Dallas Netflix House venues established its physical-brand model, and the planned Las Vegas Strip location extends that footprint. The hire places a toy-industry executive at the center of a streamer's effort to turn franchises such as "KPop Demon Hunters" into licensed products and in-person experiences.
Consumer goods companies that license properties from streamers should watch how Netflix's consumer products group changes its partnership terms under new leadership. Licensees and toy makers may find more negotiation activity around franchise merchandise as the streamer expands its experiences division.
The takeaway
Operators in toys, apparel and collectibles should expect Netflix's consumer products arm to pursue more deliberate licensing and merchandising as it builds out physical experiences. Monitor whether the Las Vegas Netflix House opening in 2027 brings new licensing opportunities for vendors.
Further reading
Explore more of our coverage of Consumer Goods to see how brands and licensors are adapting to entertainment-driven product lines.
