Brian Fitzharris is returning to toy company Mattel with a new role as SVP and GM of Fisher-Price, effective April 22.

Fitzharris will lead the Fisher-Price Infant and Toddler Core brands and head the company’s East Aurora, New York campus. He previously served as VP of sales and head of the Walmart and Sam’s Club account at Mattel.

‘We are thrilled to welcome Brian back to Mattel in this pivotal role at such an exciting time for Fisher-Price as we seek to strengthen our leadership position in this important category,” Mattel EVP and chief brand officer Lisa McKnight said.

“At 94 years young, Fisher-Price has so much more room to grow, and under Brian’s management, the future is bright. His expertise as an operating leader combined with a proven track record of product development, and launching and revitalizing brands bodes well for Fisher-Price’s long-term growth and success.”

Prior to his return, Fitzharris served as chief commercial officer at PlayMonster.