Fairfield, New Jersey-based toyco Alex Brands has appointed industry legend and former Toys ‘R’ Us and Mattel Brands exec Neil Friedman as its new president and CEO.

Most recently president of the US division at Toys ‘R’ Us, Friedman stepped down from the position in 2012 to serve as an advisor to the toy industry.

Alex Brands produces a number of classic toy lines, including Alex Toys, Poof, Slinky and Scientific Explorer, and it has tapped former board of directors member Friedman to lead the company through its next growth phase. (Alex recently opened a new worldwide HQ in New Jersey and set up shop in Europe).

With extensive experience in the toy and juvenile products industries, Friedman joined Mattel in 1997. By 1999, he was heading up Fisher-Price Brands, and he became president of Mattel Brands in 2005. He was also named to the Toy Industry Hall of Fame in 2004 and was later inducted into the LIMA Hall of Fame in 2007.