Mattel Appoints Steve Totzke as President and Chief Operating Officer
Steve Totzke will take on the role of President and Chief Operating Officer (COO) at Mattel on 11 November 2026. | Photo: Mattel
(eap) Toy manufacturer and entertainment company Mattel has announced the appointment of Steve Totzke as President and Chief Operating Officer (COO), effective 11 November 2026. In his new role, Totzke will oversee the company’s global brand portfolio, sales and commercial operations, as well as consumer products and experiences. He will report directly to Roger Lynch, Chairman and CEO of Mattel.
Totzke previously served as Mattel’s President and Chief Commercial Officer, overseeing the company’s global sales and commercial operations. Prior to his appointment as COO, he held the position of Executive Vice President, Commercial, for Mattel’s North American business. During his 30-year career with the company, Totzke has also held various international leadership positions. Since May 2026, he has served as President and Executive Advisor.
“Steve is a highly accomplished and respected leader at Mattel and across the global toy industry, with three decades of experience driving growth, deepening relationships with our retail and entertainment partners, and expanding the reach of our brands. He has been an invaluable advisor to the Board and to me as I’ve stepped into the Chairman and CEO role. Steve’s comprehensive understanding of Mattel and the marketplace makes him exceptionally well suited to lead in this newly created role. I look forward to working closely with him as we sharpen our execution, drive innovation and creativity, and translate the strength of our brands into value for our shareholders,” explained Lynch.
“I am honored by the confidence Roger and the Board have in me and am excited to take on this expanded role. Mattel has an extraordinary portfolio of brands, tremendous creative and commercial capabilities, and an incredibly talented team. Bringing our brand portfolio, commercial, and consumer products and experiences organizations together gives us a powerful opportunity to operate with greater focus and speed, strengthen our partnerships, and create even more compelling products and experiences for our fans around the world,” said Totzke.
Meanwhile, Roberto Stanichi, President, Chief Marketing and Brand Officer, will step down from his role on 10 November 2026 to pursue another opportunity. Lynch added: “We thank Roberto for his many contributions over his 20-year career at Mattel. He has played an important part in developing our brand-centric operating model and we wish him all the best in his next chapter.”
Mattel is also continuing to expand its activities in the leisure and attractions industry. Two “Mattel Adventure Parks” are currently in the planning or development stages in the US – one in Glendale (Arizona) and another in the Greater Kansas City area (Kansas). The theme parks will bring well-known brands such as “Barbie”, “Hot Wheels” and “Thomas & Friends” to life through roller coasters, interactive attractions and immersive themed experiences. In addition, Mattel is moving forward with the development of a new series of brand-themed indoor water parks under the name “Mattel Wonder Indoor Waterparks”. The first location is scheduled to open in Bellevue (Nebraska) in late 2027, with further facilities planned in Orlando (Florida), Bradley (Illinois) and Roanoke Rapids (North Carolina). ■
