Former PepsiCo executive Maigread Eichten has joined Super7 as the company’s new CEO.

In her role, Eichten will lead the pop culture design house and producer of lifestyle-oriented collectibles, toys, apparel, and consumer products as it seeks to build upon its growth and evolve beyond its traditional direct-to-consumer business and move into wholesale channels.

“We are thrilled to have such an experienced and talented executive take the helm at Super7,” says Super7 founder Brian Flynn. “She is a proven team builder and has deep expertise in sales, marketing, and operational infrastructure, which will enable Super7 to grow beyond our core business. Over the last decade, Maigread has provided Super7 with invaluable help and direction as we have grown, and to have her in the CEO role at Super7 is amazing.”

At PepsiCo, Eichten founded the first Pepsi-Cola New Business team, resulting in a new $450 million+ Pepsi-Cola beverage product revenue stream. As CEO of e-commerce-based beverage company, FRS, she pioneered a “healthy energy” brand positioning that grew sales to more than $50 million in three years. Under her leadership, FRS expanded beyond its web base and into retail, with more than 20,000 nationwide distribution points, including Target, Safeway, Kroger, GNC, Vitamin Shoppe, Publix, Meijer, Winn Dixie, Rite Aid, 7-11, and Duane Reade, among others.

Super7’s recent growth includes the launch of Supersports by Super7, continued expansion of its Masters of the Universe classics range, and a successful crowdfunding effort for its Snake Mountain play set.