Mattel names Robert Stanichi chief global brand officer

Mattel (MAT) announced a new brand organization leadership team to enhance Mattel’s global brand management strategy and accelerate growth of its entertainment business. Roberto Stanichi has been promoted to the newly created position of Executive Vice President and Chief Global Brand Officer to lead Mattel’s global brand organization. Lisa McKnight, Executive Vice President and Chief Brand Officer, will depart the company following a period of transition. Jamie Cygielman, currently General Manager and President of American Girl, has been promoted to a newly created position as Global Head of Dolls, including Barbie and American Girl. Ted Wu, currently Senior Vice President of Design for Vehicles and Building Sets has been promoted to Global Head of Vehicles and Building Sets. Cygielman and Wu will report to Stanichi. Krista Berger will serve as Senior Vice President of Barbie, reporting to Cygielman. The new structure will integrate marketing across Mattel’s Global Brands and Franchise teams 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.