Mattel Announces New Brand Organization Leadership and Marketing Integration

Mattel has announced a new brand organization leadership team to enhance global brand management and accelerate growth. Roberto Stanichi has been promoted to EVP and Chief Global Brand Officer, while Jamie Cygielman becomes Global Head of Dolls and Ted Wu takes on Global Head of Vehicles and Building Sets. The new structure integrates marketing across Mattel's Global Brands and Franchise teams to align brand management across consumer touchpoints. Lisa McKnight, EVP and Chief Brand Officer, will depart the company following a transition period.

Mattel, Inc. (NASDAQ: MAT), a leading global toy and family entertainment company, has announced a significant restructuring of its brand organization leadership team to enhance global brand management and accelerate growth. The changes, effective immediately, include the promotion of Roberto Stanichi to Executive Vice President and Chief Global Brand Officer, Jamie Cygielman to Global Head of Dolls, and Ted Wu to Global Head of Vehicles and Building Sets. Lisa McKnight, Executive Vice President and Chief Brand Officer, will depart the company following a transition period [1].

Roberto Stanichi, who previously served as Head of Vehicles and Building Sets, brings 20 years of leadership experience at Mattel. He has been instrumental in driving the success of the Hot Wheels franchise, which is on track for its eighth consecutive record year in 2025. Under his leadership, the Hot Wheels franchise has become the #1 selling toy in the world. Stanichi will now oversee the global brand organization, integrating marketing across Mattel's Global Brands and Franchise teams to align brand management across consumer touchpoints [2].

Jamie Cygielman, currently General Manager and President of American Girl, has been promoted to Global Head of Dolls, including Barbie and American Girl. With over 30 years of expertise in brand management and commercial acumen, Cygielman has led the American Girl brand’s return to profitable growth since 2019. She previously led Barbie globally during a key expansion phase for the brand. Krista Berger will serve as Senior Vice President of Barbie, reporting to Cygielman [1].

Ted Wu, who has specialized in Vehicles Design for the past decade, has been promoted to Global Head of Vehicles and Building Sets. Over his 22-year career at Mattel, Wu has held roles in marketing, packaging, content creation, and product design. His leadership has been pivotal in driving the success of Hot Wheels and the broader Vehicles portfolio. Wu will report to Stanichi [2].

The new structure aims to further align brand management in all consumer touchpoints and achieve greater consistency as part of a holistic execution of the company’s demand creation. This will enable Mattel to best leverage capabilities and resources as part of its brand management strategy.

Ynon Kreiz, Chairman and CEO of Mattel, said, “Roberto has driven the Vehicles category to new heights, embodying the Hot Wheels ‘challenger spirit’ and consistently leading with an enterprise mindset. 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.”

Lisa McKnight, who has contributed to Mattel for over 26 years, will depart following a period of transition. She has guided Mattel’s brand portfolio through significant changes and has grown key categories. Prior to her current role, she led the Mattel Dolls portfolio and was instrumental in transforming Barbie into the #1 Global Doll Property and the brand strategy and award-winning marketing activation for the Barbie movie [1].

The changes come as Mattel continues to execute its strategy to grow its IP-driven toy business and expand its entertainment offering. The new leadership team is well-positioned to drive these objectives forward.

References:
[1] https://www.stocktitan.net/news/MAT/mattel-announces-new-brand-organization-leadership-and-marketing-g4rggawkm40b.html
[2] https://www.businesswire.com/news/home/20250902939878/en/Mattel-Announces-New-Brand-Organization-Leadership-and-Marketing-Integration-Roberto-Stanichi-Promoted-to-Newly-Created-Role-of-EVP-and-Chief-Global-Brand-Officer