Rick Rekedal Joins Breyer Horses as Brand Chief as Company Stages Plans for Growth


DreamWorks Animation's Former Chief Creative of Global Franchise Group Joins Breyer, with Fox's Rhion Magee as VP of Creative

PEQUANNOCK, N.J. (December 5, 2017) - Breyer, the dominant brand of model, toy and collectible horses, 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.

Rick Rekedal

In more than 20 years at DreamWorks Animation, Rekedal spearheaded cross-company initiatives to launch such worldwide hits as the recent film and merchandising franchise Trolls. Rekedal 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.

Rekedal 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.
"I fell in love with Breyer when we worked together on Spirit, and haven't stopped thinking about them since. 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," Rekedal said.

Rhion Magee

To help develop the brand, Breyer has also appointed Rhion Magee as vice president of creative. Magee worked with Rekedal for 12 years at DreamWorks Animation as creative director, including development of the licensing style guide for Spirit: Stallion of the Cimarron. Magee 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. Breyer dominates the model horse market in volume, sales, distribution, innovation and quality. With a dedicated, passionate collector base, the company attracts many thousands of fans every year to its unique, annual BreyerFest in Lexington, Kentucky, which enters its 29th year in 2018.

Categories: | Breyer_News


Breyerlove123 Says:
12/23/2017 at 5:23 pm


breyercollector101 Says:
12/13/2017 at 3:03 pm


Welcome but heads up cartoonish models dont sell well

breyercollector101 Says:
12/13/2017 at 3:03 pm


Welcome but heads up cartoonish models dont sell well

collect_the_breyers Says:
12/12/2017 at 10:48 pm

Welcome! Can someone please explain what a "multi-category lifestyle brand" means? I'm not quite certain what that is. Thanks in advance to anyone who answers! :)

Belgian Draft Says:
12/12/2017 at 10:42 am


Hello and Welcome to Breyer/Reeves

LillianRobinBlade Says:
12/08/2017 at 5:55 pm


BreyerLover2222 Says:
12/07/2017 at 2:00 pm

That's awesome!!! Welcome, Rick and Rhion!!!

CallieB Says:
12/07/2017 at 12:31 pm


Congratulations and welcome, Rick and Rhion!

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