In the lead-up to its 2015 Peanuts feature film, New York-based Iconix Brand Group has named former HIT Entertainment exec Natasha Fishman as VP of global brand management and marketing for Peanuts Worldwide and Iconix Entertainment.

Fishman will oversee the brand’s marketing on a global level, as well as drive brand cohesion across territories. In addition to managing and executing major brand initiatives, she will be responsible for developing creative marketing strategies to expand the classic brand’s reach to younger generations. The Peanuts characters have already been stretching their reach in the digital space over the past year, particularly through a creative Vine video campaign and a stint with Instagram’s video service.

At HIT, Fishman oversaw the company’s global digital media growth and facilitated brand integration across web, social, and mobile interfaces for franchises including Thomas & Friends, Bob the Builder, Fireman Sam, Angelina Ballerina and Barney. She has also held brand and marketing positions at Sesame Workshop and Scholastic and began her career at Bloomingdale’s.

In other news, Lexi Mitz, former director of hard goods, will move into the position of director of retail, where she will work as an ambassador for the Peanuts brand and its many licensees at major retailers, in addition to her ongoing role as head of kids products and toys.