Mattel Creations has appointed Cheryl Gresham to serve as vice president of global media and marketing integration and Justin Richardson to serve as vice president of global content distribution and strategy.

In Gresham’s new role, she will be responsible for leading the company’s global media team in the development and execution of its brands’ media strategies. She’ll focus on accelerating brand growth through increased consumer awareness. She is also charged with maximizing the value of Mattel’s investments in consumer media.

In Richardson’s new position, he will oversee Mattel’s global content distribution portfolio for brands such as “Thomas & Friends,” Barbie, Monster High, Hot Wheels, American Girl, Ever After High and many more.

“Mattel Creations has developed significantly since we announced the new centralized division at MIPTV earlier this year, and I am thrilled to welcome these leaders as we enter the next stage of our evolution and enter a very busy MIPCOM,” said Catherine Balsam-Schwaber, chief content officer, Mattel. “Cheryl and Justin are discerning, innovative executives who understand the enormous global potential of Mattel’s content portfolio, and I am so pleased to introduce them as meaningful additions to the team at such an exciting time for our business.”