Breyer eyes move into lifestyle brand licensing with former DreamWorks Animation execs

Robert Hutchins

By Robert Hutchins

December 5th 2017 at 9:00PM
UPDATED December 7th 2017 at 2:48PM
Breyer eyes move into lifestyle brand licensing with former DreamWorks Animation execs

“There is huge potential for Breyer to expand as a multi-category, lifestyle brand and to create original content across areas like publishing and new media.”

Toy horse firm Breyer has tapped DreamWorks Animation’s Rick Rekedal to be its new executive vice president of brand and business development.

Rekedal joins the global toy firm with more than 20 years experience at DremWorks Animation where he helped spearhead cross-company initiatives to launch hits such as Trolls, How to Train Your Dragon and Shrek.

He also worked on global licensing, interactive and retail programmes for the animated Spirit: Stallion of the Cimarron, for which Breyer was a licensee.

Breyer has also named Rhion Magee is its vice president of creative. Magee worked with Rekedal for 12 years at DreamWorks Animation before moving to NBCUniversal’s TV division and then 20th Century Fox.

Both Rekedal and Magee are coming to Breyer as the company plans growth as a lifestyle franchise, building on tis history of more than 70 years of creating model toy and collectable horses.

Breyer has distribution in major retailers, specialty and agricultural stores and also attracts thousands of fans each year to the annual Breyerfest in Lexington, Kentucky.

Rekedal said: “I fell in love with Breyer when we worked together on Spirit and haven’t stopped thinking about them since. The love of horses is universal and timeless and for generations, Breyer has built an extraordinarily passionate and loyal fan base by delivering on the promise of a horse to anyone who ever dreamed of one.

“There is huge potential for Breyer to expand as a multi-category, lifestyle brand and to create original content across areas like publishing and new media.”

Anthony Fleischmann, president of Breyer’s parent company, Reeves International, added: “Rick and Rhion bring an outstanding wealth of vision, creative innovation and brand development expertise to Breyer.

“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.”