Rick Rekedal and Rhion Magee will help develop the collectible toy brand into a lifestyle franchise. 

NORTH AMERICA–Breyer, a company known for its model, toy and collectible horses, has appointed Rick Rekedal to serve as the company’s executive vice president of brand and business development, as well as Rhion Magee as the company’s vice president of creative. 

In his new role, Rekedal will develop the classic model horse brand into a broad lifestyle franchise, positioning the company for growth through expanded product categories, content development initiatives, licensing and retail partnerships. 

He joins Breyer from DreamWorks Animation, where he spearheaded cross-company initiatives to launch hits such as Trolls. He also developed global licensing, interactive and retail programs for franchises such as How to Train Your Dragon, Shrek, Madagascar, Kung Fu Panda and Spirit: Stallion of the Cimarron. 

In Magee’s new role, she will help Rekedal in developing the Breyer brand. Before joining the company, Magee spent 12 years at DreamWorks Animation as creative director. During her tenure, she developed the licensing style guide for Spirit: Stallion of the Cimarron. She has also held positions with NBCUniversal's TV division and Twentieth Century Fox, where she was creative director of global consumer products and helped reinvigorate Fox’s classic library. 

“Rick and Rhion bring an outstanding wealth of vision, creative innovation and brand-development expertise to Breyer,” says Anthony Fleischmann, president, Reeves International, Breyer’s parent company. “We are thrilled to have them join our venerable team to spearhead an exciting strategy of experience-driven growth and help us expand the brand to a whole new generation of fans.”