Tru Kids names business development lead

Former WWE and Saban Brands exec Brian Maeda will be responsible for expanding the company’s brand portfolio and working with all licensing partners.
November 11, 2020

Tru Kids Brands has appointed Brian Maeda (pictured) as chief business development officer. In the newly created role, Maeda is responsible for expanding and managing the company’s brand portfolio, and he will also serve as the primary point of contact for all international licensing partners.

After filing for bankruptcy protection in September 2017 and shuttering its US operations in March 2018, Toys “R” Us returned as a new company in February 2019. Tru Kids—doing business as Tru Kids Brands—is headquartered in New Jersey and serves as the parent of more than 20 toy and baby brands, including Toys “R” Us and Babies “R” Us.

Maeda joins Tru Kids Brands from WWE, where he served as VP of international licensing. Before that, he held roles with Saban Brands (VP of business development and consumer products) and Lucasfilm (international licensing manager).

In another hire, Tru Kids Brands has named Anand Shah as general counsel. Shah previously served as corporate counsel for Toys “R” Us from 2012 to 2017, and most recently held a position with Ferrero.

Tru Kids Brands brought Toys “R” Us stores back to the US for the 2019 holiday season. A joint venture with experiential retailer b8ta saw two smaller-footprint locations open in Texas and New Jersey.

Earlier this year, the TRU Creditor Litigation Trust sued former Toys “R” Us senior executives and corporate directors for fraud in the retail giant’s bankruptcy and liquidation. The lawsuit calls for an award of money damages to compensate for losses, as well as an award of punitive damages.

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