Double promotion at Hasbro

Long time Hasbro executives Samantha Lomow and Jonathan Berkowitz take up new senior posts

Written by Rhys Thomas

Posted 12.09.2018 | Entertainment

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A double promotion strengthens the leadership team at Hasbro, as Samantha Lomow is upped to President, Hasbro Entertainment Brands, and Jonathan Berkowitz takes a new role as President, Hasbro Brands.

Both will continue to report to John Frascotti, Hasbro President and Chief Operating Officer, who says: “Samantha and Jonathan are exceptional leaders, passionate about innovation and dedicated to our mission to create the world’s best play experiences. We are confident that in their new roles, they will help us accelerate the momentum behind our business and brands.”

During her 18-year tenure at the company, Samantha has been key to growing Hasbro’s brands beyond the toy market, particularly on Transformers and My Little Pony and their transformation on the big screen.

In her new role, she will be responsible for leading all of Hasbro’s current, new and legacy entertainment-driven, story-led brands – think Transformers, My Little Pony, recent acquisition Power Rangers. She will also over see Allspark entertainment brands, and continue to lead Hasbro’s strategic partner portfolio with the likes of Disney, Universal and Nickelodeon.

Jonathan’s new role will see him take a more senior position within his current remit of Hasbro Gaming and the firm’s Quick Strike team, who tackle translating current trends into products and getting them to marker before the boat has sailed. He will also manage all new and legacy brands not driven by entertainment.

With 15 years at Hasbro under his belt, Jonathan has years of experience with Hasbro’s other brands, including Nerf, which he led to Franchise Brand status in 2011.


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