Nickelodeon Consumer Products is bolstering its retail development team with three new appointments, including upping Jose L. Castro (pictured) from VP to SVP of retail development.

Castro now adds e-commerce accounts to his remit, which include oversight of the company’s relationships with Toys ‘R’ Us and Babies ‘R’ Us, as well as department store, specialty and value accounts.

The 12-year Viacom vet oversaw more than 30 accounts with merchant and marketing groups and helmed programs like Turtles In Training at Toys ‘R’ Us.

Nickelodeon has also brought aboard Andrea Stein as its new VP of retail development for the grocery, drug and club channels.

Based in Target’s hometown, Minneapolis, Minnesota, Stein will devise and implement strategies for initiatives with retailers in these channels. She’ll also work with the other Nick teams to create evergreen and event-based marketing programs. Prior to joining Nickelodeon, she held several positions at food manufacturer General Mills, which she joined in 1998.

Also joining the team is Jessica Vazquez as VP of e-Commerce sales development. In the newly created post, Vazquez will develop and execute strategies and programs to maximize the company’s revenues with e-tailers like Amazon and eBay. She will also share best practices with the retail sales team, to optimize online sales at key big box accounts.

Prior to joining Nick, Vazquez served as divisional merchandise manager at Amazon-owned subsidiary Quidsi.  In this role, she managed the toys, books and activities categories, including their sales and margin across Diapers.com, YoYo.com, Bookworm.com, Afterschool.com and Amazon Marketplace.