GoldieBlox has announced a number of new hires, including a chief content officer, as the LA-based company continues to focus on content and consumer products.

Melissa Schneider (pictured, left) was named chief content officer in March and charged with overseeing content development, production and platform partnerships. Schneider joined GoldieBlox from digital studio New Form Entertainment, also in L.A., where she served as EVP.

GoldieBlox also hired Tim Erickson (pictured, right) as EVP of operations and partnerships. In the newly created role, he is responsible for creating brand experiences for partners through consumer products, retail and immersive storytelling. Erickson is also tasked with heading up business development and operations. Before joining GoldieBlox, he held senior roles with 20th Century Fox, DreamWorks Animation and Disney.

Earlier this year, Ferrell McDonald joined the company in January as chief marketing officer. coming from Tinder, where she held the same position. At GoldieBlox, McDonald oversees digital and traditional marketing, brand development, communications and experiences. The company also appointed Elizabeth Miller as creative director in May to develop the company’s brand narrative. She previously served in senior creative and marketing roles for 20th Century Fox, Warner Bros., Hasbro, DreamWorks Animation and Disney.

GoldieBlox launched on Kickstarter in 2012, but has worked to transform from a STEM-focused toyco into a media and entertainment company in recent years. Last year, GoldieBlox launched YouTube series Fast Forward Girls.