BARBIE, HOT WHEELS, AND BUILDING AN IP EMPIRE

Mattel is in the middle of one of the most pivotal shifts in its 80-year history, and Roberto Stanichi is leading it. The move from toy manufacturer to full IP ecosystem is not just a strategy. It is a bet on the emotional connection Mattel has built with fans since the very first brand they ever loved.

From Toy Manufacturer to IP Flywheel: Mattel is building an ecosystem that spans movies, content, location-based entertainment, consumer products, and digital experiences. Toys are still foundational. They are just no longer the whole story. 🎬

The First Brand You Ever Loved: Barbie or Hot Wheels are brands people are passionate about. That emotional connection, established early and running deep, is exactly what Mattel is building its entire future on. ❤️

The Decision That Felt Impossible: A year ago, reorganizing an 80-year-old company to be brand-centric instead of category-centric felt overwhelming. Today it is their reality and Roberto could not be more excited about where it leads. 💡

Global to Local Only Works One Way: The bold move nobody is talking about yet. Global to local only works if you bring local intelligence upstream in your planning. Roberto is betting Mattel's entire content supply chain on that conviction. 🌍

Focus on Learning. Drive Change.: Do not focus on title. Do not focus on money. Focus on learning and driving change and that will take you places. 🎯