By Allison Watkinson
TLL Reporter
Mattel is launching a new brand organization and leadership structure that will integrate marketing across the company’s Global Brands and Franchise teams.
The reorganized leadership structure includes several promotions to newly-created and existing executive roles at the company.
These new promotions include Roberto Stanichi as EVP and chief global brand officer, Jamie Cygielman to global head of dolls, Ted Wu to global head of vehicles and building sets.
As Mattel’s new EVP and chief global brand officer, Stanichi will be responsible for leading the company’s global brand organization.
“It is an honor to step into this expanded role at such an exciting time for Mattel,” said Stanichi. “With brands at the center of all we do, we will strengthen our ability to lead with purpose, create cultural relevance, accelerate consumer-centric innovation, and unlock the full potential of our brands. I am grateful for the opportunity to help shape the future of a portfolio that is truly second to none.”
His appointment comes as Lisa McKnight, Mattel’s former EVP and chief brand officer, prepares to depart the company following a period of transition.
“The past 26 years at Mattel have given me the privilege of working with some of the most iconic brands, passionate colleagues, and inspiring partners in the world,” said McKnight. “As I pass the baton to Roberto and the best-in-class team at Mattel, I do so with great confidence in the company’s continued success. I am excited for my next chapter, and profoundly grateful for the opportunity to bring joy to millions of children and families around the world through our products and experiences.”
Stanichi brings more than 20 years of experience working in various leadership roles for Mattel’s international and US-based businesses.
His prior experience spans several key demographics and product categories such as infant, toddler, preschool, action figures, building sets, games and vehicles.
“Roberto has driven the Vehicles category to new heights, embodying the Hot Wheels ‘challenger spirit’ and consistently leading with an enterprise mindset,” said Mattel CEO, Ynon Kreiz. “He has successfully implemented the Mattel brand strategy across product and experiences to drive record-setting growth and will now bring that vision and execution to our global brand portfolio. Lisa is an exemplary brand strategist and operator and has made an indelible mark on the company, the industry, and countless team members and partners who have been privileged to work alongside her. We are grateful for her immeasurable contributions during her remarkable career with Mattel,” added Kreiz. “Our world-class leadership team is well-positioned to continue executing Mattel’s strategy to grow our IP-driven toy business and expand our entertainment offering.”
With over 30 years of experience, Jamie Cygielman will use her knowledge in brand management and commercial decision-making to grow Mattel’s portfolio of doll properties.
This includes well-known global brands like Barbie and American Girl.
“The strength of Mattel’s Dolls portfolio is matched only by its unlimited potential to reach and inspire a whole new generation of fans,” said Cygielman. “I am excited to collaborate with the team to create new avenues of growth for Barbie and Dolls.”
Now reporting to Cygielman, Krista Berger will continue to serve as SVP of Barbie.
In his new position at the company, Ted Wu will take over Stanichi’s previous leadership role as the global head of vehicles and building sets.
Throughout his 22-year career at Mattel, Wu has held roles in areas related to the company’s marketing, packaging, content creation and product design divisions.
“Mattel’s Vehicles and Hot Wheels brands spark joy in fans round the world,” said Wu. “The opportunity to advance our Vehicles brands from a category leadership position and guide the team into its next chapter is truly a dream come true.”
Both Cygielman and Wu will report to Stanichi.
Mattel is a global toy and entertainment company that represents an extensive portfolio of wholly-owned and licensed brands and IP.
Specializing in children’s and family entertainment, the company offers a wide range of content, products and experiences.
Image Source: Mattel, Inc./BusinessWire.
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