Breyer named Rick Rekedal executive vice president of brand and business development as the company plans to grow its retail, licensing, and consumer-driven business.

In more than 20 years at DreamWorks Animation, Rekedal spearheaded cross-company initiatives to developed global licensing, interactive and retail programs for franchises such as Trolls, How to Train Your DragonShrekMadagascarKung Fu Panda, and the animated film Spirit: Stallion of the Cimarron.

Rekedal joins Breyer to develop the classic model horse brand into a broad lifestyle franchise, positioning the company for growth through expanded product categories, content development initiatives, licensing, and retail partnerships.

To help further develop the brand, Breyer also appointed Rhion Magee as vice president of creative. Magee worked with Rekedal for 12 years at DreamWorks Animation as creative director, including development of the licensing style guide for Spirit: Stallion of the Cimarron. Magee then moved to NBCUniversal’s TV division, and from there joined Twentieth Century Fox, where she was creative director of global consumer products.