Mattel has chosen former Iconix Brand Group executive Jamie Cygielman as the new senior vice president and general manager of American Girl.

The move will see Cygielman lead the brand across toys, content and experiences. She will be responsible for developing the brand and product strategy moving forward. Her role will report to Richard Dickson, president and chief operating officer, Mattel.

Cygielman comes to American Girl with more than 30 years of experience in the marketing and business development categories. Her career has seen her work with brands including Revlon. At Iconix Brand Group, she drove marketing campaigns for various lifestyle and fashion brands.

"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 as we continue to transform Mattel into an IP-driven, high-performing toy company,” says Dickson.

American Girl has began to evolve from its toy roots in recent years. The brand has recently announced deals for a live show and movie based on the property.