Mattel Announces New Brand Organization Leadership and Marketing Integration; Roberto Stanichi Promoted to Newly Created Role of EVP and Chief Global Brand Officer - Seite 2

Kreiz continued: “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.”

Jamie Cygielman brings to her expanded role over 30 years of expertise in brand management and commercial acumen. As GM and President of American Girl since 2019, Cygielman led the brand’s return to profitable growth. She had previously worked at Mattel, most notably leading Barbie globally during a key expansion phase for the brand. Prior to joining Mattel, she served as Chief Marketing Officer at Iconix Brand Group, among other industry leadership roles in fashion, beauty, and entertainment.

Ted Wu replaces Stanichi’s category leadership role in Vehicles and Building Sets. Over his 22-year career at Mattel, Wu has held roles in marketing, packaging, content creation, and product design. For the past decade, he has specialized in Vehicles Design, playing a pivotal role in driving the success of Hot Wheels and the broader Vehicles portfolio.

Krista Berger will continue to build on her 17 years of success at Mattel and expertise managing the Barbie brand, including driving growth, leading transformational initiatives, and strengthening its cultural relevance.

Stanichi said: “It is an honor to step into this expanded role at such an exciting time for Mattel. 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.”

Cygielman added: “The strength of Mattel’s Dolls portfolio is matched only by its unlimited potential to reach and inspire a whole new generation of fans. I am excited to collaborate with the team to create new avenues of growth for Barbie and Dolls.”

Wu added: “Mattel’s Vehicles and Hot Wheels brands spark joy in fans round the world. 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.”

McKnight’s contributions to Mattel span more than 26 years. In her most recent role as Chief Brand Officer since 2023, McKnight has guided Mattel’s brand portfolio through a period of significant change and has grown key categories. Prior to that, 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. Under her leadership, Mattel secured major entertainment licenses, relaunched Monster High, and advanced Barbie’s social mission with the 2018 launch of the Barbie Dream Gap Project.