Commercial Excellence
Team or Individual
Celebrates a team or individual's outstanding achievement in sales strategy, growth, and execution across retail, licensing, or B2B channels.
Amanda Wooster
Amazon
Sr. Vendor Manager
Amanda serves as Vendor Manager for strategic Selling Partners including Spin Master, Melissa & Doug, and Crayola, and is an expert in the Arts&Crafts category. For over two years as Toys Deal SME, she acts as key interlocutor between Selling Partners and internal teams including marketing and deals central. She led strategic deal execution across major promotional periods, implementing enhanced audit processes that significantly improved pricing accuracy and reduced product suppression rates. She delivered exceptional results, particularly navigating tariff challenges to secure product availability while maintaining long-term relationships. Her portfolio management expanded selection across multiple brands demonstrating customer obessesion.
Demitria "Meech" Medeiros
Hasbro, Inc.
Director CSM, Sales eCommerce & Amazon
Meech drove step-change growth for Hasbro on Amazon by architecting a full-funnel omnichannel strategy that expanded market share and acquired high-value new-to-brand consumers. She led a rigorous test-and-learn agenda, rapidly optimizing creative and media to unlock measurable performance gains in a highly competitive retail environment. Meech also pioneered “retailtainment” integrations, connecting digital campaigns with bespoke physical experiences to elevate engagement and conversion. By aligning cross-functional teams and translating data into actionable insights, she delivered sustained commercial impact and scalable growth across retail and digital channels.
The VTech & LeapFrog Sales Team, led by Jane Donnelly
VTech Electronics North America
Sr. Director of Sales, Walmart
Team Members:
Amanda Vincent, Sales Analyst – Walmart
Carrie Mueller, Sr. Director of Sales, Target Team Lead
Eli Butler, Sr. Manager Sales & Analytics – Walmart
Jim Mackenzie, Sales Director
Marnie Vogel, Sr. Sales Planning Manager, Target
Melissa Granger, Sales Planning & Account Manager
Nicki Shekalus, Sr. Director of Sales, Amazon
Sarah Riddle, Sales Director
Despite a year defined by tariffs and pricing volatility, this female lead sales team demonstrated exceptional leadership and resilience. They navigated shifting cost structures and retail pressures by adapting pricing strategies and strengthening partnerships, ensuring continued momentum. Their execution drove standout results: LeapFrog LeapMove became the #1 new U.S. ITPS item in Q4 2025, while VTech Corp secured the top three Fall items in the U.S. ITPS category and the #2 U.S. Youth Electronics item for Full Year 2025. Backed by deep expertise, averaging over 16 years of tenure, the team turned market disruption into category-leading growth.
Jennifer Brook
Universal Products & Experiences
VP, Retail Development, North America Growth Channel
Jennifer built and leads the Growth Channel team at Universal Products & Experiences, transforming it into a high‑impact commercial engine across nine distribution channels and 86 accounts. Under her leadership, the team delivered culture‑defining Wicked programs, including Five Below’s largest licensed initiative (featuring a first‑ever flagship building transformation) and she played a key role in the CLIO-winningTarget Wicked campaign. She helped establish Jurassic World as a leading boys’ toy brand and revitalized the Vault and Horror portfolio into growth drivers. Her leadership drove over 50% YOY growth in just two years.
Junko Fukamachi
Bandai Namco
General Manager IP Retail Business
After relocating to the U.S. just three years ago, Junko led the launch of a new Retail IP strategy at Bandai Namco Amusement America, evolving into a network of 30+ locations and a 40-person team. She overcame language barriers, cultural differences, and pandemic-related challenges while introducing Japanese character brands to a growing U.S. audience. Recognizing the rising demand for anime, she created new retail channels, pop-ups, and events that expanded accessibility for fans nationwide. Her leadership not only accelerated business growth but also helped establish anime as a stronger force within mainstream pop culture, driving engagement, revenue, and brand awareness.
Kelly Tomaselli
Moose Toys
VP, Head of Moose Toys Canada
Kelly Tomaselli leads one of Moose’s most strategically important regions, with full accountability for commercial performance, team leadership and market execution. Her accomplishments include:
- Accelerated market growth in Canada: Implemented disciplined commercial strategies and strengthened retailer partnerships, driving 50% sales growth over four years
- Expanded international distribution: Built and managed 40+ distribution partners across Latin America, unlocking new markets and delivering 100% sales growth in Central and South America within one year
- Manages complex portfolios: Led commercial strategies across major brands, including Disney, Marvel, Nickelodeon and Hello Kitty, strengthening retail presence and driving consistent category performance
Mina Zandbar
Mattel
VP, Global eCommerce
Mina has elevated both organizational capability and industry standards by championing data-driven decision-making and cross-functional collaboration. She builds high-performing teams that operate with clarity, speed, and shared purpose, inspiring a culture of innovation and accountability. Her leadership in AI and first-party data has positioned Mattel at the forefront of digital transformation, influencing how teams think about customer engagement and technology. Recognized as a Top 50 Women Leader in Los Angeles, she serves as a role model, demonstrating how visionary leadership can drive meaningful, scalable change.
Nilotri Das
ZURU
Sr. Commercial Executive
Nilotri spearheaded the New Product Development strategy for ZURU Toys' total global launch, leading the successful rollout of over 500 new products worldwide, a monumental achievement requiring extraordinary coordination across Sales, NPD, Marketing, Data, and Sales Operations. Simultaneously managing 8 brands with precision and purpose, she played a pivotal role in driving over $100M USD in new business. Her ability to align cross-functional teams while delivering results at this scale demonstrates exceptional strategic thinking and operational excellence that truly sets her apart as a leader in the toy industry.
The Paramount Target Retail Sales Team, led by Leah Kellenberger
Paramount
VP, Retail Sales
Team Members:
Elizabeth McFarlane, Sr. Director, Retail Sales
Janeia Carlson, Manager, Retail Sales
Kate Wahoske, Coordinator, Retail Sales
The Target Sales Team exemplified commercial excellence by transforming opportunity into breakthrough growth in a highly competitive retail landscape. Through bold, integrated thinking and deep partnership with Target, they unlocked three cross-category priority programs for 2026 including a first-ever adult program driving +20% YoY growth. They elevated franchise storytelling with a TMNT Fall 2025 program featuring a first-ever NYCC integration and exclusive theatrical content, and reimagined holiday retail with the first-ever PAW Patrol in-store event with Tonies, delivering +40% incremental volume, national visibility, and expanded category reach.
Rachel McWilliams (Bekerman)
Jazwares
Sr. Director of Sales, Amazon
Rachel has driven exceptional growth of our Amazon sales over the past seven years. She led innovative packaging and content strategies that elevated product performance and contributed to winning Amazon’s Vendor of the Year in 2024. Throughout the past year, she has also navigated complex tariff challenges with agility. Over the years, Rachel has optimized major brands on Amazon, including Fortnite, Peppa Pig, CoComelon, Squishmallows, and Pokémon, consistently improving visibility and conversion. Her ability to adapt to evolving marketplace dynamics while delivering results demonstrates outstanding leadership, strategic thinking, and resilience in a highly competitive digital environment.
