Hasbro Ups Veterans in Brands Push

Samantha Lomow has been promoted to president of Hasbro entertainment brands, while Jonathan Berkowitz was elevated to president of Hasbro brands.

In her new role, Lomow will be charged with leading all of Hasbro’s current, new and vault entertainment-driven, story-led brands, which encompasses My Little Pony, Transformers and Power Rangers, 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.

Berkowitz will oversee the Hasbro Gaming portfolio, which includes Monopoly, Nerf, Play-Doh, Baby Alive, Furreal and initiatives driven by the Quick Strike team. He will also manage all new and vault brands not driven by entertainment.

Lomow has spent 18 years at the company and was influential in growing Hasbro’s brands, including Transformers and My Little Pony, and expanding them beyond the toy space. In his 15 years at Hasbro, Berkowitz has led a number of brands across the portfolio, including Nerf. Most recently, he oversaw the Hasbro Gaming portfolio. 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.

Both Lomow and Berkowitz will continue to report to John Frascotti, Hasbro’s president and chief operating officer, who said, “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.”