April 5, 2011

WAYNE, NJ (April 4, 2011) – Toys“R”Us, Inc. today announced the appointment of Neil Friedman as President, Toys“R”Us, U.S.  A highly respected industry executive, Mr. Friedman most recently served as President, Mattel Brands. In his new position at Toys“R”Us, Mr. Friedman will oversee all merchandising, marketing, store operations, merchandise presentation, global sourcing and product development, as well as merchandise planning and allocation for the company’s 866 stores and online business in the United States. Mr. Friedman will report to Gerald L. Storch, Chairman and CEO, Toys“R”Us, Inc.

Mr. Storch said, “We could not be more pleased that Neil is joining our leadership team. He is truly an industry icon. Neil 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 Neil to further our growth strategy as we continue to advance our authority and specialist positions through our many initiatives ahead.”

Mr. Friedman stated, “Toys“R”Us is one of the most beloved retail brands in the world, and I am excited by this opportunity to build on its unique strengths.  I can’t wait to get started with the Toys“R”Us team.”

Mr. Friedman’s career with Mattel began in March 1997, when Tyco, where he then served as President, Preschool, was acquired by Mattel.  In 1999, he was named President, Fisher-Price Brands, and served in that capacity until October 2005 when he was appointed President of the newly formed Mattel Brands, which brought Mattel and Fisher-Price together under one corporate unit. Prior to Mattel, Mr. Friedman held a number of key executive positions in the toy and juvenile products industries, including, President, MCA/Universal Merchandising; Senior Vice President, Sales, Marketing and Design, Just Toys; Vice President and General Manager, Baby Care, Gerber Products; Executive Vice President and Chief Operating Officer, Lionel Leisure, Inc.; and President, Aviva/Hasbro. Mr. Friedman was named to the Toy Industry Hall of Fame in 2004 and was inducted into the International Licensing Industry Merchandisers’ Association’s Hall of Fame in 2007. 


About Toys“R”Us, Inc.

Toys“R”Us, Inc. is the world’s leading dedicated toy and juvenile products retailer, offering a differentiated shopping experience through its family of brands. Merchandise is sold in 866 Toys“R”Us and Babies“R”Us stores in the United States, and in more than 520 international stores and over 200 licensed stores in 33 countries and jurisdictions. In addition, it exclusively operates the legendary FAO Schwarz brand and sells extraordinary toys in the brand’s flagship store on Fifth Avenue in New York City. With its strong portfolio of e-commerce sites including,,, and, it provides shoppers with a broad online selection of distinctive toy and baby products. Headquartered in Wayne, NJ, Toys“R”Us, Inc. employs approximately 70,000 associates worldwide. The company is committed to serving its communities as a caring and reputable neighbor through programs dedicated to keeping kids safe and helping them in times of need. 


Daniel Pickett
Daniel “Julius Marx” Pickett has been around toys his whole life. The first line he ever collected was Mego’s World’s Greatest Super Heroes line back in the 70s. He has been surrounded by collectables ever since. In 1999 he was confounded by a lack of information and news about some of his favorite toy lines he was collecting. Since he couldn’t find the information he decided to pursue it himself thinking other people might also be interested in the same news. He started writing a weekly column on the toy industry and action figure for a toy news site and in a years time he tripled the sites daily traffic with his updates, reviews and product features. He built relationships with every major toy manufacturer and many sculptors, painters and mold makers. He grew his hobby into a world wide expertise that the industry has embraced. In 2004 he teamed up with his toy buddy Jason “ToyOtter” Geyer and they created their own website Daniel has been quoted in both industry and mass media press outlets. Over the years Daniel and AFi have been sought out as experts in the field. Daniel was regularly featured on “Attack of the Show” on the G4 network as the primary contributor to their “Mint On Card” segment, and our front page has been linked to from USA Today’s “Pop Candy” Blog twice. Daniel’s content has also been featured on,,, Boing-Boing,, Ain’t It Cool News, the Official Star Wars blog, Geekologie, G4, CNet and Toy Fare magazine, among many others. He has consulted on toy lines, books, documentaries and TV shows. But all of that really just sounds snooty and “tootin’ his own horn” – the long and short of it is that Daniel loves toys and he LOVES talking about them.
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