Mattel is restructuring parts of its senior leadership team as EVP and chief brand officer Lisa McKnight (pictured left) is set to depart from the toyco after 26 years. 

The new structure will see McKnight’s responsibilities overseeing 100-plus toy brands split up among several existing executives, which she will help manage during a period of transition. 

Under her leadership, McKnight is credited with spearheading the transformation of Mattel’s core dolls business. Under her watch, Barbie experienced a worldwide resurgence in popularity, Monster High was relaunched for a new generation of fans and Mattel gained back the licensing rights to Disney Princesses and Frozen. 

In her place, Mattel’s current head of vehicles and building sets Roberto Stanichi (pictured right) will be promoted to the newly created role of EVP and chief global brand officer to strengthen the toyco’s brand management strategy. He will be responsible for developing marketing initiatives between the toyco’s global brands and franchise teams to boost growth both in the toy aisle and for Mattel’s entertainment business. 

Ted Wu, the current head of design for vehicles and building sets, will take over Stanichi’s previous role as global head of the division, while American Girl president Jamie Cygielman is getting elevated to global head of dolls, Barbie and American Girl. Both executives will report to Stanichi and are based in LA. 

The rejigged brand team is set to tackle several upcoming big-screen projects based on Mattel’s toys, including next year’s Masters of the Universe film and upcoming live-action features for Hot Wheels, Barney, American Girl, Matchbox and Bob the Builder. Outside of its core toy lineup, the toyco is making a play in the building set category with its newly launched Mattel Brick Shop brand.