Toys"R"Us names new global PR leader

Toys“R”Us is adding some communications expertise from Best Buy as the toy retailer announced it has named a new executive vice president.

The retailer said Amy von Walter will join the company as Executive Vice President, Global Communications and Public Relations, effective March 14. She will report directly to Chairman and CEO Dave Brandon.

Von Walter comes to Toys“R”Us from Best Buy where she was Vice President of Communications and Public Affairs. There, she led the corporate communications and brand public relations functions, restructured the company’s Internal Communications team and partnered closely with the Corporate Social Responsibility, Community Relations and Government Affairs to support policy and advocacy efforts.

In her new role, Von Walter’s responsibilities will span both external and internal communications for the company. This includes strategic efforts related to media relations, crisis management and brand reputation in the public and the press, as well as special events and team member engagement. She will also lead philanthropic efforts, emphasizing the company’s commitment to keeping children safe and helping them in times of need.

“Communications touches every aspect of our business and is especially critical as we strive to grow our brand presence throughout the world and make our culture a competitive advantage,” said Brandon. “Amy brings proven leadership experience at several global brands where she strategically and effectively communicated with key stakeholders. I am confident that she will be a strong collaborator across all of our company functions and that she will provide valuable guidance as we seek to expand the depth and breadth of our communications reach.”

Von Walter serves as a member of the Board of Directors for two organizations: Athletes Committed to Educating Students (ACES), which aims to reduce the academic achievement gap and improve the future for at-risk students in Minneapolis and St. Paul, Minn., as well as Techbridge, which strives to inspire girls in underserved communities to discover a passion for science, technology and engineering.

Previously, von Walter held leadership positions in public relations, public affairs and corporate communications at Medtronic, HealthPartners, the U.S. Department of Homeland Security and the Metropolitan Airports Commission. She has also worked for Target Corp. and CBS Radio.