Breyer welcomes Rick Rekedal

by TnP Staff
Published: 6 December 2017, 10:22
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Former DreamWorks executive joins as model horse brand's new Executive VP of Brand and Business Development

Breyer has named Rick Rekedal Executive Vice President of Brand and Business Development, as the company plans to grow its retail, licensing and consumer-driven business.

In more than 20 years at DreamWorks Animation, Rick spearheaded cross-company initiatives to launch worldwide hits, including the recent licensing smash Trolls. Rick also developed global licensing, interactive and retail programs for such franchises as How to Train Your Dragon, Shrek, Madagascar, Kung Fu Panda, and the animated film Spirit: Stallion of the Cimarron, which has become a classic among horse fans of all ages.

“I fell in love with Breyer when we worked together on Spirit, and haven’t stopped thinking about them since," said Rick. "The love of horses is universal and timeless, and for generations Breyer has built an extraordinarily passionate and loyal fan base by delivering on the promise of a horse to anyone who ever dreamed of one. There is huge potential for Breyer to expand as a multi-category lifestyle brand, and to create original content across areas like publishing and new media.”

Rick joins Breyer with a vision to develop the classic model horse brand into a broad lifestyle franchise, positioning Breyer for growth through expanded product categories, content development initiatives, licensing and retail partnerships. To help develop the brand, Breyer has also appointed Rhion Magee as Vice President of Creative. She worked with Rick for 12 years at DreamWorks Animation as Creative Director, including development of the licensing style guide for Spirit: Stallion of the Cimarron. Rhion then moved to NBCUniversal’s TV division, and from there joined Twentieth Century Fox, where she was Creative Director of Global Consumer Products. She helped reinvigorate Fox’s classic library, including films starring Marilyn Monroe, and also worked on current film and TV properties.

“Rick and Rhion bring an outstanding wealth of vision, creative innovation and brand-development expertise to Breyer,” said Anthony Fleischmann, President of Breyer’s parent company Reeves International. “We are thrilled to have them join our venerable team to spearhead an exciting strategy of experience-driven growth and help us expand the brand to a whole new generation of fans.”

Breyer has been the dominant brand in the horse model and collectables business for nearly 70 years, with distribution in major retailers, specialty and agricultural stores. Visit for more on the full range.