Mattel appointed Jamie Cygielman as senior vice president and general manager of American Girl.

Previously the chief marketing officer of Iconix Brand Group and general manager of HIT Entertainment, Cygielman will lead the American Girl brand across all categories, including toys, content, and experiences. Cygielman will also be responsible for brand and protect strategy, reporting to Richard Dickson, Mattel‘s president and COO.

“Jamie is a brilliant marketer and an outstanding leader who has developed, managed and grown well-known, global consumer businesses in fashion, beauty, entertainment, and toys,” Dickson says. “Jamie has deep customer insight, a strong track record of driving effective business turnarounds, and deep expertise in experiential marketing, all of which make her uniquely suited to recapture the momentum and maximize the full potential of American Girl.”

“American Girl is a beloved brand whose legacy of inspiring girls to develop a strong sense of character through creative play and imagination is more relevant than ever,” Cygielman says. “I look forward to partnering with Richard and the entire team to unlock the full potential of this storied brand.”

Cygielman’s previous work includes marketing and business development for brands including the Radio City Rockettes, Revlon, Thomas & Friends, Barbie, and Madame Alexander.

The American Girl brand has been a troubled spot for Mattel in recent years, with a 28% decline last year, and a 32% sales decrease in the first quarter of this year. On Mattel’s most recent call with investors, Chairman and CEO Ynon Kreiz noted that the brand was at the center of an overhaul.

“This summer, some of the work on our plan will be revealed with a much broader merchandising and quantum strategy launching this fall. This will include new product introductions, in line architecture … and a completely new digital consumer engagement platform. All will be supported by comprehensive marketing plans,” he says.