Wayne, N.J. - Toys "R" Us has appointed toy industry veteran Neil Friedman president of its U.S. operations.
Friedman, most recently president of Mattel Brands, fills a newly created post at the No. 1 toy chain. Former Sony and Best Buy exec Ron Boire left the company in 2009 as president of its "R" Us brands, and the retailer now has presidents in place for its domestic, European and Japanese operations. All three report to chairman/CEO Gerald Storch, himself a former senior exec at Target.
In his new position, Friedman will oversee merchandising, marketing, store operations, global sourcing, product development and merchandise allocation for the company's 866 U.S. stores and e-commerce site.