Friedman most recently served as president of Mattel Brands. He will report to Gerald L. Storch, chairman and chief executive officer.
“We could not be more pleased that Neil is joining our leadership team. He is truly an industry icon,” says Storch. “Friedman has extensive knowledge of, and has made significant contributions to, the toy and juvenile product businesses throughout his career. We look forward to working with Friedman to further our growth strategy as we continue to advance our authority and specialist positions through our many initiatives ahead.”
Friedman has served as president of Tyco, Fisher-Price Brands, Mattel Brands, MCA/Universal Merchandising and Aviva/Hasbro,
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