Hasbro strengthens brand leadership with senior promotions

Published on: 7th September 2018

Samantha Lomow promoted to president, Hasbro Entertainment Brands, and Jonathan Berkowitz promoted to president, Hasbro Brands.

Both promoted leaders will continue to report to John Frascotti, Hasbro president and chief operating officer.

John commented: “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 Lomow has played a tremendous role in growing Hasbro brands and expanding them beyond the toy space. She has been instrumental in the Transformers franchise since the first movie in 2007, and she helped bring My Little Pony to the big screen for the first time.

In her new role, she will be responsible for leading all of Hasbro’s current, new and vault entertainment-driven, story-led brands. This includes oversight for My Little Pony, Transformers and Power Rangers, among others, and continuing to partner with Allspark on emerging entertainment brands. She will also continue to lead Hasbro’s strategic partner portfolio, including relationships with The Walt Disney Company, Universal, Nickelodeon, Sesame Workshop and Blizzard Entertainment.

In his 15 years at Hasbro, Jonathan Berkowitz has led a number of brands across the portfolio, including Nerf, which he led to its Franchise Brand status in 2011. Most recently, he has overseen the Hasbro Gaming portfolio, which has grown significantly under his leadership with new products and brands, as well as reimagined classics. He has also been instrumental in rolling out the company’s Quick Strike approach, which has become an important differentiator for Hasbro in getting trends and new product ideas to market in record time.

In his new role, Jonathan will oversee the Hasbro Gaming portfolio, including Monopoly, as well as Nerf, Play-Doh, Baby Alive, Furreal, and initiatives driven by the Quick Strike team, among others. He will also manage all new and vault brands not driven by entertainment.


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