Tru Kids Brands Expands Leadership Team with Former WWE, Ferrero Execs

Brian Maeda and Anand Shah | Source: Tru Kids Brands

The owner of the Toys “R” Us brand has added a pair of executives to its ranks as it looks toward the future.

New Jersey-based Tru Kids Brands welcomes back former Toys “R” Us executive Anand Shah as general counsel with Brian Maeda joining the company as chief business development officer.

“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,” says Richard Barry, CEO, Tru Kids Brands. “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.”

Shah previously served as corporate counsel for the previous incarnation of Toys “R” Us from 2012-2017 and was responsible for global corporate governance, negotiating and implementing strategic partnerships, and supporting financing activities and licensing transactions. Shah most recently served as Ferrero North America’s assistant general counsel.

Maeda joins Tru Kids from WWE where he served as vice president, international licensing. He previously served as vice president, business development and consumer products for Saban Brands overseeing the global toy license for the Power Rangers franchise in addition to developing partnerships for other portfolio brands.

At Tru Kids Brands, Maeda will serve as the key contact for international licensing partners and is expected to manage and expand the reach of the company’s brand portfolio, including the Toys “R” Us and Babies “R” Us brands alongside more than 20 consumer brands such as Animal Alley, Animal Zone, Avigo, Bruin, Dream Dazzlers, EduScience, FastLane, Imaginarium, Just Like Home, Just Like Home Workshop, Journey Girls, Koala Baby, Pavillion, Sizzlin’ Cool, Stats Sports, Totally Me!, True Heroes, and You & Me.

Tru Kids Brands opened two new Toys “R” Us stores last year in Paramus, New Jersey and Houston, Texas. Licensing partners operate more than 700 stores under the Toys “R” Us and Babies “R” Us brands around the world.

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book and Co-President of The International Toy Magazines Association (ITMA). He is also a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC), New York Comic Con, Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.