Mattel has appointed former GM for china-doll company Madame Alexander, Jamie Cygielman, as SVP and GM of American Girl.

Reporting to Mattel’s president and COO Richard Dickson, Cygielman will lead efforts across toys, content and experiences, as well as brand and product strategy.

The move comes shortly after Mattel reported that American Girl fell 32% in Q1 to US$45.6 million, despite the fact that in that quarter the toyco announced it is working with MGM to develop a live-action film based on the brand. Mattel has been working to build up the doll brand recently, including premiering a new musical stage show American Girl Live across the US last year.

She most recently served as CMO at Iconix Brand Group where she managed a portfolio of lifestyle and fashion brands. Prior to that, Cygielman was the general manager for Madame Alexander dolls where she led a turnaround effort to make the doll culturally relevant again.

She is no stranger to Mattel either: From 2003 to 2008, Cygielman was the general manager and SVP of consumer products for Mattel’s HIT Entertainment, where she worked on the Thomas IP, expanding its retail and experiential partnerships. Before that, she was the global VP of marketing for Barbie from 1999 to 2003.