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FAIRFIELD, N.J., March 17, 2016 — Alex Brands®, a family of brands comprised of some of the most iconic, recognizable and award winning products in the toy industry, today announced Chris Schaden as Executive Vice President of Sales. A toy industry veteran with more than 36 years of experience, Schaden will oversee all aspects of sales operations.

“Chris’ hire is an integral part of our continued growth. His past success, combined with his extensive toy industry experience, will be incredible assets as we work to further establish Alex Brands as a toy industry leader,” said Neil Friedman, CEO of Alex Brands. “We are thrilled to welcome him to the Alex Brands family, and I look forward to working with Chris again.”

In his new role, Schaden will be reporting directly to Neil Friedman, CEO of Alex Brands. He is tasked with increasing sales of all the award-winning sub-brands in the Alex Brands family throughout North America, Latin America and Asia Pacific. Schaden will also take on the responsibilities of customer service.

Prior to joining Alex Brands, Schaden held high profile positions within Mattel, most recently as Executive Vice President of North America, after starting with the company in 1998 as a Director of Sales for Tyco Preschool Toys. He also held senior sales positions with Mattel subsidiary, Fisher-Price, from 1999 to 2006. Additionally, Schaden has worked with other toy companies, including The LEGO Group, Tonka Corporation, Little Tikes and Spectrum HoloByte, Inc.

The ALEX BRANDS® family of brands is comprised of some of the most iconic, recognizable and award winning toys in the industry today. With a commitment to helping children become more active and develop their imagination and creativity, ALEX BRANDS offers toys for children of all ages. Brands include ALEX Toys®, POOF®, Slinky®, Ideal®, Backyard Safari®, Buzz Bee Toys®, Kaloo®, Janod®, ZOOB®, Zillionz®, Scientific Explorer® and Shrinky Dinks®. Through their corporate contribution program, Alex Brands Cares™, they have created meaningful partnerships that brighten children’s days through play, and to give back to communities locally and nationwide. For more information, visit www.alexbrands.com, www.facebook.com/alextoys or www.twitter.com/alextoys.

SOURCE Alex Brands

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