GoldieBlox taps former Hasbro, Mattel and Nickelodeon execs for expansion

A trio of former Hasbro, Mattel and Nickelodeon executives has joined the popular girls’ STEM toy firm GoldieBlox.

The new hires join the team as GoldieBlox looks to expand its media and product categories.

Former Hasbro exec Kenny Davis has joined as GoldieBlox’s new chief marketing manager, Mattel’s Jennifer Rahardjanoto joins as creative director while Nickelodeon’s Jenna Boyd has come on board as chief content officer.

Each of the new appointments boasts previous experience in launching children’s entertainment properties, having worked with leading brands including Furby, Polly Pocket, American Girl and Monster High.

The move comes as GoldieBlox looks to continue its expansion in new media, having recently ventured into the digital space with the launch of the weekly YouTube series Toy Hackers.

GoldieBlox also has a book series scheduled to hit shelves in 2017 as well as a recently launched app which aims to teach young girls aged four and over about the fundamentals of coding.

“GoldieBlox is putting forth a model for girl empowerment in the 21st Century,” said Davis.

“Our stories, our characters and our toys help girls find their strengths and unleash their potential.”

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