Neil Friedman, 63, has been named president of Toys R Us' U.S. unit, a newly created position that integrates both the toys and baby business at the retail giant.
Friedman was previously president of El Seguendo, Calif.-based Mattel Brands.
In his new position, he will oversee all merchandising and marketing for the Wayne, N.J.-based company in the U.S. and report to Gerald Storch, the CEO of the company.
Friedman joined Mattel in 1997 and was named president of the Fisher-Price brand, before being named president of Mattel in 2005.
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