Top toy exec joins brand builder

Former Toys “R” Us president Neil Friedman has joined toy manufacturer Alex Brands as president and CEO.

Friedman has been appointed to the Alex Brands board of directors earlier this year. Prior to that he was president of the U.S. division at Toys “R” Us and also served as president at Mattel Brands, Fisher-Price Brands, Tyco Preschool and MCA/Universal Merchandising. Friedman is a member of the Toy Industry Hall of Fame and the International Licensing Industry Merchandiser’s Association’s Hall of Fame.

“Neil Friedman is unparalleled in this industry for his vision, experience and track record of success,” said Michael Cornell, chairman of Alex Brands. “With our newly opened worldwide headquarters, expansion into Europe and rapid growth to date, there truly is no one better suited to lead this company into the next phase of its evolution.”

“This is a unique opportunity to work with some of the most iconic and highly recognizable brands in the industry,” says Neil Friedman, president and CEO. “In the time that I have been associated with Alex Brands, I have been extremely impressed by the company’s accomplishments, vision and growth plans. I am most looking forward to using my experience and expertise to help this company realize the incredible opportunities that lie before it.”

Alex Brands is a portfolio company of a two-year-old private equity firm Propel Equity Partners, which is focused on investing and creating value in leading consumer brands, including Alex Brand’s Poof-Slinky, Scientific Explorer, Fuzzoodles and others.