Press release
Mattel Announces New Brand Organization Leadership and Marketing Integration; Roberto Stanichi Promoted to Newly Created Role of EVP and Chief Global Brand Officer
-- Jamie Cygielman promoted to Global Head of Dolls; Ted Wu promoted to Global Head of Vehicles and Building Sets -- -- Lisa McKnight EVP and Chief Brand
About this update from Mattel, Inc.
[{"type":"text","content":"\n-- Jamie Cygielman promoted to Global Head of Dolls; Ted Wu promoted to Global Head of Vehicles and Building Sets --\n\n\n-- Lisa McKnight EVP and Chief Brand Officer to depart after 26 years with Mattel --\n\n\n EL SEGUNDO, Calif.--(BUSINESS WIRE)--\nMattel, Inc. (NASDAQ: MAT) a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world, today announced a new brand organization leadership team to enhance Mattel’s global brand management strategy and accelerate growth of its entertainment business.\n\nThis press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250902939878/en/Roberto Stanichi\nRoberto 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.\n\n\nStanichi brings to the new role 20 years of both international and U.S. leadership experience at the company, spanning key Mattel categories including Infant, Toddler, and Preschool, Action Figures, Building Sets, Games, and Vehicles. He was most recently Head of Vehicles and Building Sets. Stanichi has been a driving force behind the Hot Wheels franchise, on track for its eighth consecutive record year in 2025 and helped it become the #1 selling toy in the world. In Building Sets, he oversaw the recent launch of Mattel Brick Shop.\n\n\nJamie 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.\n\n\nThe 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...