Former TRU Exec to Lead Alex BrandsFormer TRU Exec to Lead Alex Brands

Toy industry veteran and former president of the U.S. division of Toys 'R' Us, Neil Friedman, has been named president and chief executive officer of Alex Brands.

The company's family of brands includes Alex Toys, Poof, Slinky, Scientific Explorer, Ideal, ZooB, Backyard Safari, Zillionz and CitiBlocs.

Friedman, who joined the Alex Brands board of directors earlier this year, was also previously 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.

“This is a unique opportunity to work with some of the most iconic and highly recognizable brands in the industry,” says Friedman. “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 recently expanded its operational footprint with the opening of a new worldwide headquarters and customer showroom in Fairfield, N.J., a new distribution center in Woodbridge, N.J., and expanded warehouse capacity in its Canton, Mich., distribution center.

“Neil Friedman is unparalleled in this industry for his vision, experience and track record of success,” says Michael Cornell, chairman, 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.”