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Moose Toys Heads into Phase Two of Strategic Growth Plan

Moose Toys Heads into Phase Two of Strategic Growth Plan

Moose Toys is on a mission to expand its WOW, and meet the ever-increasing demand for its toys with the creation of four strategic senior leadership roles. With the ultimate goal of becoming the most innovative toy company in the world, these new positions were created to propel the company forward across several key areas: develop and nurture long term Moose-owned brands like ten year evergreen Little Live Pets, further expand its booming partner-brands business, which includes Bluey and Despicable Me 4 amongst others, and continue to build its burgeoning games portfolio. Joining Moose in its mission and vision are proven industry veterans John Coyne, Chief Brand Officer; Craig Drobis, Global General Manager, Licensed & Preschool; Deirdre Cross, Senior Vice President of Games and Stephen Davis, Entertainment and Franchise Advisor. 

“Our evolved structure is now fully in place to unlock the next phase of our strategic plan,” said Ronnie Frankowski, global president, Moose Toys. “These four extraordinarily accomplished thought leaders have joined the Moose team to supercharge our strategy for sustainable, long term transformational growth. This is an incredibly exciting time of change and opportunity for the company. We are more than ready to capitalize on our growing momentum.” 

As chief brand officer, Coyne is tasked with the development of long-term Moose-owned brands, further expanding its portfolio of top-tier licensed brands and developing entertainment-backed franchises. Coyne was selected for the position for his ability to build and elevate brands as well as pioneer entirely new market categories. He has held senior marketing roles at many respected companies in the toy and gaming space including Mattel, Spinmaster, Activision Blizzard and Bandai Namco.

Leading the strategically selective expansion of the existing Moose partner brand portfolio is Craig Drobis. As global general manager, Drobis is tasked with driving best in class execution in product development and consumer marketing, ensuring delivery of Moose WOW innovation and creating incremental category expansion opportunities. Drobis brings a long and impressive track record of energizing existing brands and developing new ones through strategic product and marketing initiatives and collaborative leadership. His nearly three decades of experience includes significant contributions at Jakks Pacific, Bandai America, Spin Master and Mattel.

Tapped to grow Moose Toys’ rapidly expanding games division as senior vice president, games, Cross will build and run a Seattle-based studio which will create innovative new games for Moose. Cross joins Moose from Funko Games where she served as the general manager and head of the brand. Cross has been instrumental in developing more than 500 products, and collaborating with various game publishers and licensors. She is an active board member of Women in Toys, and committed to diversity and inclusion in the industry.

Stephen Davis, who has served on the Moose Board of Advisors, will now focus in his role as an advisor to supersize Moose’s entertainment initiatives. In his advisory capacity, Davis will manage the Moose entertainment and franchise team and all current and future content-related initiatives. Davis spent more than a decade at Hasbro, Inc. where he served as executive vice president, chief content officer and president of consumer products licensing. 

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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