Tru Kids Brands Expands Leadership Team with Former WWE, Ferrero Execs • The Toy Book

Brian Maeda and Anand Shah | Source: Tru Kids Brands

The owner of the Toys “R” Us brand has added a pair of executives to its ranks as it looks toward the future.

New Jersey-based Tru Kids Brands welcomes back former Toys “R” Us executive Anand Shah as general counsel with Brian Maeda joining the company as chief business development officer.

“This is a momentous time for the company as we head into the holiday season with a positive outlook on the toy market backed by an experienced leadership team and best-in-class global partners,” says Richard Barry, CEO, Tru Kids Brands. “Having worked with both Anand and Brian for many years, I am confident their industry experience and leadership will have a significant impact on our success and the continued growth of our global business.”

Shah previously served as corporate counsel for the previous incarnation of Toys “R” Us from 2012-2017 and was responsible for global corporate governance, negotiating and implementing strategic partnerships, and supporting financing activities and licensing transactions. Shah most recently served as Ferrero North America’s assistant general counsel.

Maeda joins Tru Kids from WWE where he served as vice president, international licensing. He previously served as vice president, business development and consumer products for Saban Brands overseeing the global toy license for the Power Rangers franchise in addition to developing partnerships for other portfolio brands.

At Tru Kids Brands, Maeda will serve as the key contact for international licensing partners and is expected to manage and expand the reach of the company’s brand portfolio, including the Toys “R” Us and Babies “R” Us brands alongside more than 20 consumer brands such as Animal Alley, Animal Zone, Avigo, Bruin, Dream Dazzlers, EduScience, FastLane, Imaginarium, Just Like Home, Just Like Home Workshop, Journey Girls, Koala Baby, Pavillion, Sizzlin’ Cool, Stats Sports, Totally Me!, True Heroes, and You & Me.

Tru Kids Brands opened two new Toys “R” Us stores last year in Paramus, New Jersey and Houston, Texas. Licensing partners operate more than 700 stores under the Toys “R” Us and Babies “R” Us brands around the world.

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