Tru Kids Brands welcomes Brian Maeda and Anand Shah to the leadership team

Tru Kids Brands – the parent company of the Toys R Us brand – has expanded its leadership team with the appointment of Anand Shah as its general counsel and Brian Maeda as chief business development officer.

In his role as general counsel, Shah brings a wealth of experience in the retail and consumer products industires, as well as a deep understanding of the Toys R Us brand and its global footprint.

Shah returns to the company following as five year tenure between 2012 and 2017 throughout which he was responsible for global corporate governance, negotiating and implementing strategic partnerships, and supporting financing activities and licensing transactions.

Most recently he served as assistant general counsel North America for Ferrero.

Meanwhile, Maeda joins Tru Kids with a more than 25 year proven track record of successfully developing and growing global brands. During his career, he has worked on some of the most influential properties in the entertainment and consumer goods spaces, including Star Wars, Power Rangers, WWE, and Xbox.

Most recently, he held the position of vice president, international licensing for WWE, where he led the international toy strategy, product design and development and line architecture for all WWE toy licensees. Prior to WWE, he was vice president, business development and consumer products at Saban Brands, where he managed the global toy license for Power Rangers, and further developed global relationships for other key entertainment brands in their portfolio.

In his role at Tru Kids, Maeda will be responsible for expanding and managing the global reach of the company’s brand portfolio, which includes the Toys”R”Us and Babies”R”Us brands along with over 20 consumer brands. Additionally, he will serve as the primary business point of contact for all international license partners.

Richard Barry, CEO of Tru Kids, said: “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.

“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.”

“I’m thrilled to return to the Toys’R’Us family,” said Shah. “I look forward to working with Richard, Brian and the entire Tru Kids team to protect the excellence and integrity of our brands as we position the company for a new chapter of growth.”

“Toys’R’Us is an iconic and powerful brand known and beloved around the world,” added Maeda. “I look forward to joining the Tru Kids team to help reimagine the toy retail experience together with our international license partners in existing and new emerging markets.”

Tru Kids’ license partners currently operate over 700 Toys”R”Us and Babies”R”Us branded stores and ecommerce sites in more than 25 countries across AsiaEuropeAfrica and the Middle East. In 2019, the company introduced its new Toys”R”Us retail stores in the United States currently located in Paramus, New Jersey and Houston, Texas.

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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