In its continued efforts to bring in fresh ideas and new senior management to right this ship following periods of declining sales, El Segundo, California-based toyco Mattel has recruited executive personnel to reinvigorate company culture and increase accountability.

Former General Mills meals division president Juliana Chugg has joined Mattel as global core brands officer. Her new remit includes overseeing marketing strategy, creative execution and product development across brands. She will also be responsible for driving innovation throughout Mattel’s portfolio.

In addition, Catherine Balsam-Schwaber has been tapped as chief content officer. In her new role, she’ll draw on her most recent experience at NBCUniversal to lead Mattel’s integrated content creation and distribution strategy to connect with consumers.

Lastly, John Vandemore has been brought in as chief financial officer, global brands and commercial. His post involves managing all financial strategy and performance metrics for Mattel’s global brand portfolio, as well as the North America and international commercial organizations. He previously worked in CFO roles at International Gaming Technology and for Disney’s Imagineering division.

All three report to Mattel president and CEO Richard Dickson. (Vandermore also reports to Mattel CFO Kevin Farr.) Dickson commented that the new hires are all proven and experienced leaders in their respective fields and will be called upon to “foster a high-performing, inventive and entrepreneurial culture at Mattel.”