Neil Friedman, President, Mattel Brands

A toy industry icon who helped popularize the pairing of technology and toys more than a decade ago under the Fisher-Price brand, Friedman oversees Mattel Brands, which includes Barbie, Hot Wheels and Fisher-Price, as well as toys licensed by Disney/Pixar’s Toy Story 3 and Cars, the World Wrestling Entertainment (WWE), Thomas & Friends, Dora the Explorer and many other popular kids’ properties. Under his leadership, Fisher-Price introduced Tickle Me Elmo, one of the most successful launches in toy industry history. Friedman joined Mattel in 1997, following its merger with Tyco Toys and had previously served as president of MCA/Universal Merchandising. He is a former chairman of LIMA’s board of directors and was inducted into the Licensing Industry Hall of Fame in 2007. In 2004, Friedman was inducted into the Toy Industry Hall of Fame by the Toy Industry Association (TIA).