Continuing to bolster its digital media and licensing efforts, US girl-skewing startup GoldieBlox has tapped former DreamWorks Animation and American Girl exec Shawn Dennis to oversee expanded revenue, entertainment, consumer product and strategic partnerships as company president.

Dennis will work with GoldieBlox CEO and founder Debbie Sterling, and will continue to serve on the company’s board of directors—a position she’s held since 2016. Dennis most recently served as head of brand and franchise development at DreamWorks Animation, and was previously CMO at Mattel’s American Girl.

Her appointment comes as GoldieBlox continues to focus on entertainment and licensing. In 2016, the company launched its Toy Hackers web series, which solves real-world problems by using playthings to build fun inventions. Live-action YouTube series Hack Along with Goldie Blox followed in 2017, and the company will release its first YouTube reality show, Robot Runway, next month.

In addition to YouTube content, GoldieBlox has also expanded into publishing. Last year, the company partnered with Random House Children’s Books to release Goldie Blox Ruins Rules the School, Goldie Blox and the Three Dares and Goldie Blox and the Best! Pet! Ever! for six- to nine-year-olds.

News of Dennis’ departure from DreamWorks follows last week’s announcement that ex-DreamWorks producer Ramsey Naito has joined the ranks at Paramount Animation as EVP.