• by Sarah Mahoney , Yesterday

Mattel is shaking up its marketing leadership as sales slump. Lisa McKnight, executive vice president and chief brand officer, is leaving after 26 years. Roberto Stanichi, formerly head of vehicles and building sets, has been named executive vice president and chief global brand officer, a new role overseeing the company’s entire portfolio. The changes come as Mattel reported a 6% decline in second-quarter sales, with Barbie and other doll revenues plunging 19%.

The El Segundo, California-based company is also making extensive divisional shifts. Jamie Cygielman, previously president of American Girl, has been promoted to global head of dolls, while Ted Wu moves up to lead vehicles and building sets. Krista Berger, a 17-year Mattel veteran, continues to manage the Barbie brand and now reports to Cygielman.

Mattel says the leadership team changes came as part of an effort to enhance brand management strategy and accelerate growth of its entertainment business. It is also aiming for greater consistency across its varied brand portfolio, which includes names such as Barbie, Hot Wheels, Fisher-Price, and Uno.

In the announcement, Ynon Kreiz, chairman and CEO, thanked McKnight for a “remarkable career,” which included spearheading the blockbuster “Barbie” movie.

Kreiz added that Stanichi has “successfully implemented the Mattel brand strategy across products and experiences to drive record-setting growth.”

Still, Mattel is hitting some speed bumps. It reported a 6% decline in sales for the second quarter, slipping to $1.02 billion.

Sales in the dolls division sank 19% to $335 million, primarily due to declines in Barbie. Infant, Toddler, and Preschool toys also languished, falling 25% to  $143 million. Vehicle sales rose 10% to $407 million, while action figures, building sets and games gained 16% to $264 million.

Mattel is continuing to position itself as more than a toy company, aiming to grow through entertainment properties and global partnerships. The latest example is a Hot Wheels tie-up with Formula 1, rolling out this week with out-of-home ads worldwide and experiential events at the Italian, U.S. and Mexico City Grands Prix.