Mattel Makes New Hire for American Girl Brand

Mattel has appointed Jamie Cygielman to the position of senior VP and general manager of American Girl.

A 30-year marketing vet, Cygielman has worked on brands such as Revlon, The Radio City Rockettes, Jones New York, Thomas & Friends and Barbie. In her new position, Cygielman will lead the global brand and product strategy for American Girl through toys, content and experiences. She will report to Richard Dickson, Mattel’s president and chief operating officer.

Cygielman most recently served as chief marketing officer of Iconic Brands Group, a position that saw her drive marketing campaigns for various fashion and lifestyle brands, as well as lead the company’s digital transformation. Prior to that role, Cygielman was the general manager of Madame Alexander.

She has also held senior level marketing and business development positions at The Jones Group, Madison Square Garden and Radio City Music Hall. Early in her career, as general manager of HIT Entertainment, Cygielman lead the Thomas & Friends brand and also served as global VP of marketing for Barbie.

“Jamie is a brilliant marketer and an outstanding leader who has developed, managed and grown well-known, global consumer businesses in fashion, beauty, entertainment and toys,” said Dickson. “Jamie has deep customer insight, a strong track record of driving effective business turnarounds, and deep expertise in experiential marketing, all of which make her uniquely suited to recapture the momentum and maximize the full potential of American Girl as we continue to transform Mattel into an IP-driven, high-performing toy company.”

“American Girl is a beloved brand whose legacy of inspiring girls to develop a strong sense of character through creative play and imagination is more relevant than ever,” Cygielman added. “I look forward to partnering with Richard and the entire team to unlock the full potential of this storied brand.”