The former president of Hornby America and Carrera of America will guide Snorble onto shelves when it launches this year.

Ed Gershowitz has become the latest addition to Snorble Inc as the start-up prepares to make its flagship engaging and intelligent buddy available to families later this year.

Boasting more than 40 years’ experience in the retail sales trade, having also held executive positions with Hasbro, Tyco and Hedstrom, Ed joins Snorble as chief revenue officer and executive vice president of sales.

Ed commented: “Being part of the toy industry, I have sold everything from Barbie and Hot Wheels to GI Joe and My Little Pony, and have had the opportunity to see every advancement in the industry during the past 40 years. I look at Snorble as being legitimately the next big thing and have been blown away by the AI platform and everything that screams innovation.”

Snorble helps children and families develop healthy habits and bedtime routines by blending proprietary natural language processing and AI with an animated character.

“Unlike toys that have a shelf life based on a child’s age, Snorble will grow with the child and it’s an amazing product,” added Ed. “When I was asked to join the all-star team that has been developing Snorble, I couldn’t say no. I haven’t been this excited since I worked on the launch of Transformers.”

Snorble CEO and co-founder Mike Rizkalla added: “We are excited to have Ed join our band of revolutionaries and misfits. We are thrilled to benefit from his leadership and guidance and are looking forward to disrupting this space.”

Ed bolsters an innovative team that already includes proven leaders in animation, storytelling, child development, product engineering, voice recognition, AI and design, which will launch Snorble later this year.

For more information about the company and its products, visit Snorble.com