Mattel looks to “recapture the momentum” around American Girl with appointment of Jamie Cygielman

Mattel has appointed Jamie Cygielman as senior vice president and general manager of American Girl.

Cygielman, former chief marketing officer of Iconix Brand Group, will lead the American Girl brand through toys, content and experiences and will be responsible for brand and product strategy.

“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 Richard Dickson, Mattel’s president and chief operating officer.

“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.”

Cygielman added: “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.

“I look forward to partnering with Richard and the entire team to unlock the full potential of this storied brand.”

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