Mattel has announced a raft of appointments to support its transformation strategy, with former Sprint exec Joseph (Joe) Euteneuer joining as CFO and Sven Gerjets taking the reins as CTO. Additional hires include Amy Thompson, who is now chief people officer, and Nancy Elder, the toymaker’s new chief communication officer.

In his role as CFO, Euteneuer will work with Mattel’s senior management team and board of directors to provide financial and administrative leadership. He replaces Kevin Farr, who left the company on September 29, and will report directly to CEO Margo Georgiadis. Previously, Euteneuer served as CFO at Sprint Corporation and before that, he held CFO roles at Qwest Communications, XM Satellite Radio and Comcast Corporation.

Gerjets will be responsible for all aspects of technology implementation, including shared technology platforms, analytics, software and hardware development, and connected products. He previously served as chief product officer at software startup n.io Innovation, and as chief information officer at Time Warner Cable.

In her role as CPO, Thompson will focus on building a progressive human resources organization and establishing a high-performance company culture. Thompson joins Mattel from TOMS Shoes, where she served as head of HR.

Elder, meanwhile, will oversee all aspects of communications, including corporate, employee, brand, government affairs and the Mattel Children’s Foundation. Previously, Elder was CCO at JetBlue Airways Corporation and was responsible for managing media relations, internal communications, social media and crisis communications.

Unveiled in June, Mattel’s five-pillar strategic plan will see the company right-size its dividend by more than half to free up resources for reinvestment. Over the past few months, Mattel has been focused on building its Power Brands–including American Girl, Barbie, Thomas & Friends, Fisher-Price and Hot Wheels–into 360-degree connected systems of play and experience.

And in terms of extending its play experiences, Mattel has also announced a multi-territory deal that will see the Simba Dickie Group serve as master toy partner for the Bob the Builder brand. Mattel, which has previously partnered with Simba Dickie on Fireman Sam, will continue to lead and invest in brand management around the world as part of the agreement.

The deal will see Simba Dickie produce toys and consumer products for Bob the Builder, with the first play sets from the new range set to debut in February. Mattel will continue to work with content and distribution partner DHX Media to produce content for the Bob the Builder property, including the show’s third season, which was greenlit earlier this year and is expected to premiere in fall 2018.

Bob the Builder re-launched in 2015 featuring CG-animation and new locations. The series was originally created in 1999 and has been broadcast in more than 175 countries. DHX Media recently signed a number of international markets for the rebooted series, including Spain (Canal Panda), Germany (Super RTL), the UK (Cartoonito), Russia (Karusel) and Turkey (ATV-Minika). The brand is managed by WildBrain on YouTube and has more than 200 million views across eight languages.