Mattel has appointed a new senior vice president and general manager of its American Girl brand in the form of the industry marketing veteran, Jamie Cygielman.
The former chief marketing officer of Iconix Brand Group will come on board to lead the award-winning American Girl brand across its global consumer base through toys, content and experiences, and she will be responsible for brand and product strategy.
Cygielman will report to Richard Dickson, Mattel‘s president and chief operating officer.
“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,” said Dickson.
“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 maximise the full potential of American Girl as we continue to transform Mattel into an IP-driven, high-performing toy company.”
Cygielman brings with her 30 years of experience in leading innovation, marketing and business development for brands such as Revlon, The Radio City Rockettes, Thomas & Friends and Barbie. In her most recent role at Iconix, she drove marketing campaigns and ld the digital transformation of the organisation.
“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,” said Cygielman. “I look forward to partnering with Richard and the entire team to unlock the full potential of this storied brand.”
Earlier in her career, Cygielman held positions including general manager at HIT Entertainment, where she led Thomas & Friends to the status as the number one pre-school brand, through content-led tentpole programs, retail expansion and experiential partnerships. Prior to this, she served as global vice president of marketing for Barbie.