Dallas LawrenceBurson-Marsteller digital chief Dallas Lawrence is moving to toy maker Mattel as VP of corporate affairs, handling corporate communications and government affairs.

Lawrence takes the role held by Lisa Marie Bongiovanni, who is moving to a new position on the business side overseeing PR, advertising and national promotions in Mattel's North American division, Bongiovanni told O'Dwyer's.

Lawrence joined Burson-Marsteller's Proof digital division in 2010 and departs as chief global digital strategies for the WPP firm. He moved to B-M from Levick Strategic Communications, where he chaired its social and digital unit.

He was previously VP of communications and new media for the National Association of Manufacturers and served in the Defense Dept. in PR roles during the George W. Bush administration.

El Segundo, Calif.-based Mattel's toy brands include Barbie, Monster High, Hot Wheels and Fisher Price. First quarter 2013 revenue was up seven percent to $995.6M with net income of $38.5M.